haku: @indexterm EXPORT MARKETING / yhteensä: 145
viite: 89 / 145
| Tekijä: | Steinberg, H. M. |
| Otsikko: | Detecting consumer attribute shifts : a technique for monitoring international marketing strategies. |
| Lehti: | Columbia Journal of World Business
1987 : WINTER, VOL. 22:4, p. 3-7 |
| Asiasana: | EXPORT MARKETING STRATEGIC MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | There is an attempt to show why psychological meaning can not help answer the standardization versus adaptation debate for international marketing strategies. A current psychological theory is outlined to expose the vulnerability of the proposed approach. The experiment expressed uses a simple nonparametric test to affirm the theoretical hypothesis. The results are: a potential restriction for the technique and more appropriate use for the psychological meaning technique in conjunction with conjoint analysis are devised. |
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