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| Tekijä: | Özsomer, A. Simonin, B.L. |
| Otsikko: | Marketing program standardization: a cross-country exploration |
| Lehti: | International Journal of Research in Marketing
2004 : VOL. 21:4, p.397-419 |
| Asiasana: | Centralisation Marketing management Projects Subsidiary companies |
| Vapaa asiasana: | Marketing standardization |
| Kieli: | eng |
| Tiivistelmä: | The paper explores the antecedents and consequences of marketing program standardization in subsidiaries of multinational corporations by contrasting the case of a lead market and of an emerging market. The findings show that marketing program standardization is positively related to performance and that centralization of nonproduct decision is negatively related to performance. |
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