Review paper

Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions

Volume: 34, Issue: 1, Pages: 138 - 158
Published: Feb 13, 2017
Abstract
Purpose The recent increase in the presence of emerging market firms (EMFs) in global markets requires a closer examination of their international marketing strategies (including branding). The purpose of this paper is to examine the factors behind the standardization or adaptation of global marketing strategies adopted by EMFs for their cross-border acquisitions. Design/methodology/approach This paper examines the determinants of the marketing...
Paper Details
Title
Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions
Published Date
Feb 13, 2017
Volume
34
Issue
1
Pages
138 - 158
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