Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions
Rekha Rao-Nicholson and Zaheer Khan
| Year of publication: |
2017
|
|---|---|
| Authors: | Rao-Nicholson, Rekha ; Khan, Zaheer |
| Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 34.2017, 1, p. 138-158
|
| Subject: | Marketing strategy | Branding | Standardization | Adaptation | Cross-border acquisitions | Emerging markets firms | Internationales Marketing | International marketing | Schwellenländer | Emerging economies | Marketingmanagement | Marketing management | Übernahme | Takeover | Multinationales Unternehmen | Transnational corporation | Standardisierung | Markenführung | Brand management | Internationaler Markteintritt | International market entry | Auslandsinvestition | Foreign investment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IMR-12-2015-0292 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011673783