search query: @author Bharadwaj, S. G. / total: 5
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| Author: | Szymanski, D. M. Bharadwaj, S. G. Varadarajan, P. T. |
| Title: | Standardization versus adaptation of international marketing strategy: an empirical investigation |
| Journal: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 1-17 |
| Index terms: | |
| Freeterms: | MULTINATIONALE UNTERNEHMEN, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. This study addresses the standardization of the resource allocation among marketing-mix variables across national markets. The authors examine whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets: USA , UK, Canada, and Western Europe. |
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