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| Author: | Theodosiou, M. Leonidou, L. C. |
| Title: | Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research |
| Journal: | International Business Review
2003 : AUG, VOL. 12:2, p. 141-171 |
| Index terms: | Standards International marketing Marketing strategy |
| Freeterms: | Strategy standardization/adaptation |
| Language: | eng |
| Abstract: | The central conclusion of this analysis is that the decision whether to standardize or adapt the marketing strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time. |
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