Global standardization and local adaptation of marketing ---A critical review of the literature
Abstract
This paper discusses and critically reviews the causes and consequences of global standardization and local adaptation of marketing strategies. The scope of the literature review is in the fields of international marketing, international trade, and corporate strategic management. It also aims to emphasize finding gaps after reading the literature. Even though the studies scope is extensive, this paper limits the reach: firstly, it introduces the...
Paper Details
Title
Global standardization and local adaptation of marketing ---A critical review of the literature
Published Date
Apr 16, 2021
Volume
4
Issue
2
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