Strategy fit and performance consequences of international marketing standardization
Abstract
This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international...
Paper Details
Title
Strategy fit and performance consequences of international marketing standardization
Published Date
Jan 1, 2006
Journal
Volume
27
Issue
9
Pages
867 - 890
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Notes
History