Abstract
Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.
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Terpstra, V. Critical mass and international marketing strategy. JAMS 11, 269–282 (1983). https://doi.org/10.1007/BF02725223
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DOI: https://doi.org/10.1007/BF02725223