search query: @indexterm CONSUMER EXPECTATIONS / total: 100
reference: 11 / 100
| Author: | Solberg, C. A. |
| Title: | Standardization or adaptation of the international marketing mix: the role of the local subsidiary/representative |
| Journal: | Journal of international marketing
2000 : VOL. 8:1, p. 78-98 |
| Index terms: | International marketing Standards Consumer expectations Marketing strategy |
| Freeterms: | Customization |
| Language: | eng |
| Abstract: | The author suggests that the standardization versus customization isssue in international marketing has important organizational aspects that are often neglected in the literature. He parts from the traditional culture and economies of scale approahes by introducing a taxonomy of international marketing organizations based on headquarters versus subsudiary decision power and on market knowledge at headquarters. |
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