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| Tekijä: | Chung, H. F. L. |
| Otsikko: | International marketing decision governance, standardisation, and performance - a framework in the cross-market scenario |
| Lehti: | European Journal of Marketing
2010 : VOL 44:11/12 p. 1642-1666 |
| Asiasana: | corporate governance decision making international business marketing management European Union |
| Kieli: | eng |
| Tiivistelmä: | The article aims to build a framework that could be used in the tranfer of products or services between different EU host markets (i.e. cross-market scenario). The framework is developed based on the experiences of 70 companies operating in both manufacturing and service industries as well as in the cross-market scenario in the EU. The results indicate that decentralized governance is favored by large, experienced companies that operate in similar cross-market environment. In turn, firms that operate in a different cross-market and with high variation in market potential favored an adaptive strategy. |
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