Please use this identifier to cite or link to this item:
|Title:||Marketing mix standardization in multinational corporations: A review of the evidence|
|Authors:||Birnik, A. |
|Citation:||Birnik, A., Bowman, C. (2007). Marketing mix standardization in multinational corporations: A review of the evidence. International Journal of Management Reviews 9 (4) : 303-324. ScholarBank@NUS Repository. https://doi.org/10.1111/j.1468-2370.2007.00213.x|
|Abstract:||This paper reports the findings of a systematic review of literature on marketing mix standardization in multinational corporations. The objective is to extract and synthesize 'best evidence' regarding marketing mix standardization practices in multinational corporations and to identify evidence regarding the performance impact of marketing mix standardization. Beyond relevance to an academic audience, this review could be useful for management practitioners in multinationals seeking to integrate operations across borders. In this context, the paper seeks to make a contribution to evidence based policy and practice. © Blackwell Publishing Ltd 2007.|
|Source Title:||International Journal of Management Reviews|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Jul 12, 2018
WEB OF SCIENCETM
checked on Jun 5, 2018
checked on Jun 30, 2018
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.