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  1. 1. STANDARDIZING OR ADAPTING MARKETING STRATEGIES ACROSS BOARDERS - A CASE STUDY OF GETINGE AB

    Magister-uppsats, Sektionen för ekonomi och teknik (SET)

    Författare :Helena Piirainen; Dzejna Seta; [2008]
    Nyckelord :standardization; adaptation;

    Sammanfattning : The purpose of this study is to examine how the social/cultural, legal, economic, political and technological environment in international markets affects a firm’s standardization and adaptation of the marketing mix. This study investigates Getinge ABs actions on the German and the Chinese market. LÄS MER