When Does International Marketing Standardization Matter to Firm Performance?
Abstract
The topic of standardization of international marketing programs represents an important issue faced by managers of global firms and has attracted significant research attention. Although previous research has established that standardization enhances performance outcomes, more recent theorizing suggests that this may not always be the case. However, empirical investigators have paid little systematic attention to moderating conditions. The...
Paper Details
Title
When Does International Marketing Standardization Matter to Firm Performance?
Published Date
Dec 1, 2009
Volume
17
Issue
4
Pages
24 - 46
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