Standardization Versus Adaptation in Global Markets: Is Channel Strategy Different?

Journal of Marketing Channels

Volumn 17, Issue 2, 2010, Pages 157-176

  Dimitrova, Boryana ^a   Rosenbloom, Bert ^a  

^a DREXEL UNIVERSITY   (United States)

Author keywords

Adaptation; Channel strategy; Culturally distant distribution behavior; Distributive institution rigidity; International functional fragmentation; Marketing strategy; Standardization

Indexed keywords

EID: 77951610238     PISSN: 1046669X     EISSN: 15407039     Source Type: Journal    
DOI: 10.1080/10466691003635127     Document Type: Article

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