50 years of research on international standardization and adaptation-From a systematic literature analysis to a theoretical framework

International Business Review

Volumn 20, Issue 5, 2011, Pages 491-507

  Schmid, Stefan ^a   Kotulla, Thomas ^a  

^a ESMT European School of Management and Technology   (Germany)

Author keywords

Adaptation; Globalization; International marketing strategy; Literature review; Localization; Situation strategy fit; Standardization; Theoretical framework

Indexed keywords

EID: 79960169711     PISSN: 09695931     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ibusrev.2010.09.003     Document Type: Article

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