Standardization of International Marketing Strategy: Some Research Hypotheses

1 January 1989

journal article
Published by SAGE Publications in Journal of Marketing

Vol. 53 (1) , 70
https://doi.org/10.2307/1251525

Abstract

Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardi...

Keywords

INTERNATIONAL MARKETING STRATEGY
RESEARCH HYPOTHESES
MARKETING PROGRAM
TWO ASPECTS
STRATEGY STANDARDIZATION

This publication has 0 references indexed in Scilit: