Performance consequences of marketing standardization/adaptation : a systematic literature review and future research agenda
Year of publication: |
2021
|
---|---|
Authors: | Mandler, Timo ; Sezen, Burcu ; Chen, Jieke ; Ozsomer, Aysegul |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 416-435
|
Subject: | International marketing | Marketing adaptation | Marketing mix | Marketing standardization | Performance | Marketingmanagement | Marketing management | Internationales Marketing | Bibliometrie | Bibliometrics | Unternehmenserfolg | Firm performance |
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