When in Rome, do as the Romans do : can international marketing adaptation improve the association between servitization and profitability?
Year of publication: |
2023
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Authors: | Guedes, Maria João ; Crespo, Nuno Fernandes ; Patel, Pankaj |
Published in: |
The journal of business & industrial marketing. - Bradford : Emerald, ISSN 2052-1189, ZDB-ID 2019934-X. - Vol. 38.2023, 10, p. 2197-2219
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Subject: | International firms | International intensity | Marketing mix adaptation/standardization | Profitability | Servitization | Internationales Marketing | International marketing | Marketingmanagement | Marketing management | Multinationales Unternehmen | Transnational corporation | Altertum | Ancient history | Leistungsbündel | Bundling strategy |
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