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International Marketing Standardization & Impact of Fit on Performance: A case of Taiwanese Multinational Enterprises investing in Vietnam
International Marketing Standardization & Impact of Fit on Performance: A case of Taiwanese Multinational Enterprises investing in Vietnam
In Stock
$77.00

ean: 9783845472676, isbn: 3845472677,

4.8 out of 5 stars with 23 reviews
This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters’ viewpoint an...



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