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Standardization of International Marketing Strategy: Some Research Hypotheses

Subhash C. Jain

The University of Connecticut

Journal of Marketing 1989

Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research agenda on the standardization issue, the author develops research propositions for each factor.

DOI
10.1177/002224298905300106
Volume
53 (1)
Pages
70-79
Language
en
Export
BibTeX
Sources
crossref