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| Author: | Vrontis, D. |
| Title: | Integrating adaptation and standardisation in international marketing : The AdaptStand modelling process |
| Journal: | Journal of Marketing Management
2003 : APR, VOL 19:3-4, p. 283-305 |
| Index terms: | INTERNATIONAL MARKETING SURVEYS QUESTIONNAIRES |
| Language: | eng |
| Abstract: | This article considers of a questionnaire survey to the largest UK multinational companies. Article also investigates companies´ standardisation level and level of adaptation across international marketing tactics. It investigates whether multinational companies are adapting or standardising their marketing mix elements in crossing geographical borders and expanding their operations to foreign markets. A new modelling approach towards standardisation in international marketing is also introduced. |
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