When does international marketing standardization matter to firm performance?
Year of publication: |
2009
|
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Authors: | Schilke, Oliver ; Reimann, Martin ; Thomas, Jacquelyn S. |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 17.2009, 4, p. 24-46
|
Subject: | Internationales Marketing | International marketing | Standardisierung | Standardization | Unternehmenserfolg | Firm performance | Kontingenztheorie | Contingency theory |
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