Performance consequences of marketing standardization/adaptation : a systematic literature review and future research agenda
Timo Mandler, Burcu Sezen, Jieke Chen, Ayşegül Özsomer
| Year of publication: |
2021
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|---|---|
| Authors: | Mandler, Timo ; Sezen, Burcu ; Chen, Jieke ; Ozsomer, Aysegul |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 416-435
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| Subject: | International marketing | Marketing adaptation | Marketing mix | Marketing standardization | Performance | Marketingmanagement | Marketing management | Internationales Marketing | Bibliometrie | Bibliometrics | Unternehmenserfolg | Firm performance | Marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.12.023 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494028