Michell, Paul; Lynch, James; Alabdali, Obaid - In: International Business Review 7 (1998) 6, pp. 617-634
The marketing mix programme standardisation/localisation policies of 63 UK multinationals operating in a developing market (the six Gulf States) are examined, using a three-factor, 53-variable model of country, firm and marketing mix programme factors. The research framework is unusually broad...