Influence of country and company characteristics on international business decisions : a review, conceptual model, and propositions
Year of publication: |
2019
|
---|---|
Authors: | Kotler, Philip ; Manrai, Lalita A. ; Lascu, Dana-Nicoleta ; Manrai, Ajay K. |
Published in: |
International business review : the official journal of the European International Business Academy. - Amsterdam [u.a.] : Elsevier, ISSN 0969-5931, ZDB-ID 1164338-9. - Vol. 28.2019, 3, p. 482-498
|
Subject: | International business decisions | International marketing mix | International segmentation | Targeting and positioning | Country characteristics | Company characteristics | Influences on international business decisions | Multinationales Unternehmen | Transnational corporation | Internationales Marketing | International marketing | Entscheidung | Decision |
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