Diamantopoulos, A.; Schlegelmilch, B.B.; Du Preez, J.P. - In: International Marketing Review 12 (1995) 2, pp. 38-52
The advantages and disadvantages of global marketing standardization are well documented. Managers, however, often view the standardization versus adaptation debate as a black and white issue. Yet there is an important middle ground which, for example, includes the use of standardized...
