๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Principles involving marketing policies: An empirical assessment

โœ Scribed by J. Scott Armstrong; Randall L. Schultz


Book ID
105031046
Publisher
Springer US
Year
1993
Tongue
English
Weight
728 KB
Volume
4
Category
Article
ISSN
0923-0645

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Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Based on an integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance out