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1. Standardisation versus Adaptation: A Study of the Factors Initiating and Influencing the Process of Strategic Migration
D-uppsats, Göteborgs universitet/Graduate Business SchoolSammanfattning : Despite nearly eight decades of debate on the topic of international marketing strategy standardisation/adaptation, the subject of strategic migration has yet to be explored. It is this deficit that has spurred the authors to study this phenomenon. LÄS MER
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