Development of archetypes of international marketing strategy

Journal of International Business Studies

Volumn 37, Issue 4, 2006, Pages 499-524

  Lim, Lewis K S ^a,b   Acito, Frank ^a   Rusetski, Alexander ^a,c  

^a INDIANA UNIVERSITY   (United States)

^b NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

^c YORK UNIVERSITY   (Canada)

Author keywords

Case survey methodology; Cluster analysis; Configurations; Global marketing; Internation marketing; Standardization vs adaptation

Indexed keywords

EID: 33746227339     PISSN: 00472506     EISSN: 14786990     Source Type: Journal    
DOI: 10.1057/palgrave.jibs.8400206     Document Type: Article

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