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- Title
International Marketing Standardization.
- Authors
Tan, Qun; Sousa, Carlos M. P.
- Abstract
The article focuses on a study regarding the consequences and antecedents of international marketing program adaptation or standardization through a meta-analysis. The study analyzes the interdependence between the component of marketing-mix strategy in international performance using multivariate analysis. Moreover, meta-regression analysis was also applied to examine the subgroups as potential moderators in the relationships on marketing-standardization performance.
- Subjects
EXPORT marketing; STANDARDIZATION; META-analysis; MARKETING mix; MARKETING strategy; MULTIVARIATE analysis
- Publication
Management International Review (MIR), 2013, Vol 53, Issue 5, p711
- ISSN
0938-8249
- Publication type
Article
- DOI
10.1007/s11575-013-0172-5