Original paper

Planned Marketing Adaptation and Multinationals’ Choices between Acquisitions and Greenfields

Volume: 22, Issue: 2, Pages: 68 - 88
Published: Jun 1, 2014
Abstract
International marketing studies have extensively examined the antecedents of firms’ marketing standardization/ adaptation decisions. However, it is unclear whether such decisions, once planned, codetermine the choice between buying and building foreign subsidiaries. Analyzing a sample of 150 foreign entries by Dutch firms, the authors find that the level of marketing adaptation planned for a wholly owned subsidiary is positively related to the...
Paper Details
Title
Planned Marketing Adaptation and Multinationals’ Choices between Acquisitions and Greenfields
Published Date
Jun 1, 2014
Volume
22
Issue
2
Pages
68 - 88
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.