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What is International Marketing Strategy Standardization about?

This document discusses standardization of international marketing strategy and proposes several research hypotheses. It reviews literature that has examined the standardization of marketing programs across countries. There are two aspects of standardization - process and program standardization. The degree to which a company can standardize its marketing program across countries depends on several factors related to the target market, market position, product characteristics, and business environment. The

Author

Li

Language

EN