Standardisation, centralisation and marketing in multinational companies
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- Boojihawon, Dev Kumar & Richeri, Augusto & Liu, Yipeng & Chicksand, Daniel, 2021. "Agile route-to-market distribution strategies in emerging markets: The case of Paraguay," Journal of International Management, Elsevier, vol. 27(1).
- Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
- Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
- Matanda, Tandadzo & Ewing, Michael T., 2012. "The process of global brand strategy development and regional implementation," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 5-12.
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Keywords
Multinational Companies Standardisation Centralisation Marketing Management Mix Host Country Subsidiary;Statistics
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