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| Author: | Helm, R. |
| Title: | Determinanten internationaler Produktstandardisierungs- und -differenzierungsstrategien |
| Journal: | Zeitschrift für Betriebswirtschaft
1998 : VOL. 68:7, p. 683-701 |
| Index terms: | INTERNATIONAL MARKETING PRODUCT DEVELOPMENT REGRESSION ANALYSIS STRATEGY EMPIRICAL RESEARCH GLOBAL MARKETING |
| Language: | ger |
| Abstract: | The influence of several internal and external factors concerning the choice of standardization or differentiation in the international marketing context is briefly discussed. Using discriminant analysis the hypothesis are tested in an empirical study, where the success of the strategy is taken into consideration, too. Many of the factors have a statistically significant impact. A regression analysis with the success as dependent variable supports the previous results. |
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