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  1. 1. Standardisation versus Adaptation: A Study of the Factors Initiating and Influencing the Process of Strategic Migration

    D-uppsats, Göteborgs universitet/Graduate Business School

    Författare :René Zierfuss; Anne Marte Bergersen; [2005]
    Nyckelord :International; Marketing Strategy; Standardisation; Adaptation; Process of Strategic Migration;

    Sammanfattning : 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