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| Tekijä: | Szymanski, D. M. Bharadwaj, S. G. Varadarajan, P. T. |
| Otsikko: | Standardization versus adaptation of international marketing strategy: an empirical investigation |
| Lehti: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 1-17 |
| Asiasana: | |
| Vapaa asiasana: | MULTINATIONALE UNTERNEHMEN, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | An issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. This study addresses the standardization of the resource allocation among marketing-mix variables across national markets. The authors examine whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets: USA , UK, Canada, and Western Europe. |
SCIMA