Review paper

Sustainable Export Marketing Strategy Fit and Performance

Volume: 22, Issue: 4, Pages: 44 - 66
Published: Dec 1, 2014
Abstract
Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and...
Paper Details
Title
Sustainable Export Marketing Strategy Fit and Performance
Published Date
Dec 1, 2014
Volume
22
Issue
4
Pages
44 - 66
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