Product and Promotion Adaptation in Export Ventures: An Empirical Investigation
Cavusgil, S. Tamer, Zou, Shaoming, Naidu, G. M.
Journal of International Business Studies · 1993 · Volume 24 · Issue 3
DOI: 10.1057/palgrave.jibs.8490242
Abstract
While the desirability of marketing adaptation vs. standardization has long been debated within both academic and business circles, empirical studies inves
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