Zusammenfassung
Dating back to Elinder (1961) and kindled by Levitt (1983), questions of international standardization and adaptation of marketing, particularly that of marketing strategies, have been discussed for decades (see, e.g., Roostal 1963; Elinder 1965; Soren¬son/Wiechmann 1975; Boddewyn et al. 1986; Kotler 1986; Douglas/Wind 1987; Jain 1989; Cavusgil/Zou 1994; Roth 1995; Shoham 1996; Zou/Cavusgil 2002; Katsikeas et al. 2006; Morschett/Swoboda 2009; Zentes/Schramm-Klein 2009). As has been shown, the standardization/adaptation question is of high relevance to both scholars and managers, not only in the field of international marketing (see, e.g., Backhaus/Voeth 2010, pp. 114-225; Berndt et al. 2010, pp. 180-187; Zentes et al. 2010, pp. 375-415) but also in the field of international management (see, e.g., Shoham 1996; Subramaniam/Hewett 2004; Peng/Pleggenkuh¬le-Miles 2009).
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Schmid, S., Kotulla, T. (2012). To standardize or to adapt? – A comprehensive review and assessment of the literature. In: Zentes, J. (eds) Markteintrittsstrategien. mir-Edition. Gabler Verlag. https://doi.org/10.1007/978-3-8349-3504-5_3
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