The degree of adaptation or standardization of the marketing program is critical in international business ventures. However, findings within this important research field and, consequently, implications for practice remain contradictory and confusing. The purpose of this paper is to examine...

Knowledge about the existence or extension of competitive advantages and a comprehensive picture of a target market are important inputs for strategic planning and control. These two factors determine, among other things, the yield and risk of a strategic business unit. Higher market...

The splitting or rather the widening of a marketing controlling system into economic and pre‐economic control of performance makes effective strategic forward‐looking planning, management, and control of marketing activities possible. The main reason for including pre‐economic measures of...