Hult, G. Tomas M.; Keillor, Bruce D.; Hightower, Roscoe - In: Journal of World Business 35 (2000) 2, pp. 206-220
In the increasingly global environment, a fundamental question for many firms is whether to create a global strategy that will allow for the maximum use of existing product offerings and marketing activities through standardization, or to what extent unique adjustments are required for success...