Approaches to Global Expansions: Standardization vs. Adaptation

Author:

Torelli Carlos J.,Rodas Maria A.

Publisher

Springer International Publishing

Reference12 articles.

1. Alden, D. L., Steenkamp, J. B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87.

2. Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774–783.

3. Atlas, R. D., & Weiner, T. (2001). Citigroup to buy Mexican bank in a deal valued at $12.5 billion. The New York Times. https://www.nytimes.com/2001/05/18/business/citigroup-to-buy-mexican-bank-in-a-deal-valued-at-12.5-billion.html

4. Atti, M. (2022). The luxury marketing conundrum: From aspirational to inspirational. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2022/05/09/the-luxury-marketing-conundrum-from-aspirational-to-inspirational/?sh=3a7878fe5ddf

5. Herbig, P. (2014). The standardization versus adaptation debate: Wherefore art thou now? (pp. 47–66). Routledge.

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