Standardisation vs. adaption : a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions
Year of publication: |
2016
|
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Authors: | Kraus, Sascha ; Meier, Fabian ; Eggers, Felix ; Bouncken, Ricarda B. ; Schuessler, Felix |
Published in: |
European journal of international management : EJIM. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-6757, ZDB-ID 2416808-7. - Vol. 10.2016, 2, p. 127-156
|
Subject: | marketing mix | four Ps | psychic distance | cultural distance | geographical distance | internationalisation | experiment | conjoint analysis | Conjoint-Analyse | Conjoint analysis | Internationales Marketing | International marketing | Geographische Entfernung | Geographic distance | Multinationales Unternehmen | Transnational corporation | Marketingmanagement | Marketing management | Kulturelle Identität | Cultural identity | Internationaler Markteintritt | International market entry | Interkulturelles Management | Cross-cultural management |
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