haku: @author Gerpott, T.J. / yhteensä: 3
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| Tekijä: | Gerpott, T.J. Jakopin, N.M. |
| Otsikko: | International marketing standardization and financial performance of mobile net-work operators - An empirical analysis |
| Lehti: | Schmalenbach Business Review
2005 : JUL, VOL. 57:3, p. 198-228 |
| Asiasana: | financial performance marketing standards telecommunications industry service mobile technology networks companies international |
| Kieli: | eng |
| Tiivistelmä: | In this study, the degrees to which service firms standardize marketing (hereafter as: m-ting.) instruments (as: intrs.) in the foreign subsidiaries are explored. In addition, analyzed are associations btw. international (as: int.) standardization (as: stdzn.) of m-ting. instrs. and company financial performance criteria in an industry study of mobile network operators (MNOs). Included are 15 MNOs corporations with substantial int. business activities and 65 of their respective foreign majority-controlled affiliates. Results show that levels of int. m-ting. stdzn. vary substantially among the four program areas of the m-ting mix. No significant relations btw. int. m-ting. stdzn. and performance of MNOs were found at the corporate level. However, at the subsidiary level, int. product stdzn. and, to a lesser degree, price stdzn. are significantly and positively related to the foreign affiliates' EBITDA margin and market share. |
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