Mapping the play of organizational identity in foreign market adaptation

Journal of Marketing

Volumn 76, Issue 6, 2012, Pages 38-54

  Cayla, Julien ^a   Penaloza, Lisa ^b  

^a UNIVERSITY OF NEW SOUTH WALES   (Australia)

^b STOCKHOLM UNIVERSITY   (Sweden)

Author keywords

Ethnographic research; Global marketing; Market learning; Marketing strategy; Organizational identity

Indexed keywords

EID: 84869099374     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.10.0015     Document Type: Article

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