Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation
Abstract
An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Of the two aspects relating to standardization of marketing strategy across national markets—(1) standardization of the pattern of resource allocation across marketing mix variables integral to a business's marketing strategy and (2)...
Paper Details
Title
Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation
Published Date
Oct 1, 1993
Journal
Volume
57
Issue
4
Pages
1 - 17
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