Standardization/adaptation of international marketing strategy: Necessary conditions for the advancement of knowledge

By Jr John K Ryans   Griffith David A   White D Steven  

International Marketing Review, Vol. 20, Iss. 6, 2003-11 ,pp. : 588-603

Emerald Group Publishing Ltd

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Review of a 40-year debate in international advertising: practitioner and academician perspectives to the standardization/adaptation issue

By Agrawal Madhu  

International Marketing Review, Vol. 12, Iss. 1, 1995-01 ,pp. : 26-48

Emerald Group Publishing Ltd

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Product standardization or adaptation: the Japanese approach

By Leonidou Leonidas C  

Journal of Marketing Practice: Applied Marketing Science, Vol. 2, Iss. 4, 1996-04 ,pp. : 53-71

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Standardization versus adaptation of international advertising strategies: Towards a framework

By Papavassiliou Nikolaos   Stathakopoulos Vlasis  

European Journal of Marketing, Vol. 31, Iss. 7, 1997-07 ,pp. : 504-527

Emerald Group Publishing Ltd

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Service versus product brands: understanding international adaptation

By Wong Ho Yin   Merrilees Bill  

J. for International Business and Entrepreneurship Development, Vol. 4, Iss. 3, 2009-10 ,pp. : 231-242

Inderscience Publishers

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