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Archetypes of marketing mix standardization-adaptation in MNC subsidiaries
Abstract
Purpose This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality. Design/methodology/approach The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis...
Paper Details
Title
Archetypes of marketing mix standardization-adaptation in MNC subsidiaries
Published Date
Feb 11, 2019
Volume
53
Issue
2
Pages
366 - 399
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