Marketing standardization within global industries: An empirical study of performance implications

International Marketing Review

Volumn 17, Issue 1, 2000, Pages 19-33

  O'Donnell, Sharon ^a   Jeong, Insik ^b  

^a UNIVERSITY OF DELAWARE   (United States)

^b Keimyung University   (South Korea)

Author keywords

Global marketing; Globalization; International business; Organizational performance

Indexed keywords

EID: 0346265248     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330010314696     Document Type: Article

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