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| Tekijä: | Kustin, R.A. |
| Otsikko: | A study of marketing standardization and performance of Australian, Japanese, and U.S. firms |
| Lehti: | Journal of Asia-Pacific Business
2010 : VOL. 11:4, p. 296-308 |
| Asiasana: | marketing strategy marketing mix global marketing profit performance appraisal companies international |
| Kieli: | eng |
| Tiivistelmä: | There is a continually increasing interest in the correlation btw. marketing (henceforth as: mrkg.) mix standardization (herein as: stdztn.) and the firm's market performance. This study's focus is on the firm's pursuit of global markets in an environment conditional to external and internal market factors. Examined are factors on multinational firm's mrkg. mix from Australia, Japan, and the United States (U.S.) with the impact on market performance. The results are mixed offering some support for mrkg. stdztn. and profit performance. |
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