Vrontis, Demetris; Thrassou, Alkis; Lamprianou, Iasonas - In: International Marketing Review 26 (2009) 4/5, pp. 477-500
Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally...