Export Performance: A Focus on Discretionary Adaptation

Volume: 25, Issue: 4, Pages: 70 - 88
Published: Dec 1, 2017
Abstract
Marketing adaptation strategy has been characterized as a strategic imperative in markets with protectionist and nationalist sentiments, which underscores the need to better understand the effects of adaptation strategy. However, empirical investigations of international marketing strategy have considered mandatory and discretionary adaptations as equivalent. Discretionary adaptations, unlike mandatory adaptations, involve choice; thus, they are...
Paper Details
Title
Export Performance: A Focus on Discretionary Adaptation
Published Date
Dec 1, 2017
Volume
25
Issue
4
Pages
70 - 88
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