Rana, Sudhir; Prashar, Sanjeev; Barai, Munim Kumar; … - In: International Journal of Emerging Markets 16 (2020) 2, pp. 154-178
Purpose: The main objective of this study is to evolve the basis of beneficial impact assessment of international marketing strategy (IMS) for emerging market multinationals by applying construct-measurement research methodology. The purpose of this study is to link the conceptual definition...