An Exploratory Study of International Product and Promotion Adaptations in SMEs
Author:
Publisher
Springer International Publishing
Link
http://link.springer.com/content/pdf/10.1007/978-3-319-17320-7_38
Reference11 articles.
1. Boddewyn, J. J., R. Sochl, and J. Picard. 1986. “Standardization of International Marketing: Is Ted Levitt in Fact Right?” Business Horizon 29 (November-December): 69-75.
2. Cavusgil, S.T. and J. Naor. 1987. “Firm and Management Characteristics as Discriminators of Export Marketing Activity.” Journal of Business Research 15: 221-235.
3. Cavusgil, S.T., S. Zou, and G.M. Naidu. 1993. “Product and Promotion Adaptation in Export Ventures: An Empirical Investigation.” Journal of International Business Studies 24 (3): 479-506.
4. Cavusgil, S.T. and S. Zou. 1994. “Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures.” Journal of Marketing 58 (January): 1-21.
5. Douglas, S. and C. Samuel Craig. 1989. “Evolution of a Global Marketig Strategy: Scale, Scope and Synergy.” Columbia Journal of World Business (Fall): 46-54.
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