FDI, service intensity, and international marketing agility

Volume: 36, Issue: 2, Pages: 213 - 238
Published: Apr 8, 2019
Abstract
Purpose The purpose of this paper is to provide a nuanced understanding of international marketing agility by connecting organizational capability literature with that of standardization and adaptation. The focus of the research is to clarify whether managing the tension between product standardization and service customization generates an extra premium in international markets. Design/methodology/approach Two disaggregated Chinese data sets,...
Paper Details
Title
FDI, service intensity, and international marketing agility
Published Date
Apr 8, 2019
Volume
36
Issue
2
Pages
213 - 238
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.