Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation

David M. Szymanski, Sundar G. Bharadwaj, P. Rajan Varadarajan

Journal of Marketing, 1993

Marketing Science Institute, American Marketing Association, College of Business Administration, Emory University, Emory and Henry College, Agricultural Marketing Service

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Abstract

This research paper explore the methodology and findings associated with Journal of Marketing. The study delves into the core aspects of the research field, providing significant data and citation impact. (Full abstract processing is available via the OpenAlex API).

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Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation

Abstract

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