Despite extensive research into the standardization versus adaptation of marketing
programs, processes, and strategies, findings regarding its impact on performance remain …

This paper reviews the literature on the effects of distance arising from country differences
on outcomes at the firm and subsidiary level. It provides some clarity on what has been …

This study focuses on the relevance of different types of innovation for firms' export
performance. Despite ample research on the innovation–performance relationship, previous …

The rapid spread of the internet and internet-based technologies is reshaping how
companies build and manage global brands. While specific platforms and technologies …

Purpose–While the internet enjoys increasing interest regarding its potential to extend the
global reach of firms, especially small and medium‐sized firms (SMEs), little work has been …

Der Handel ist in Bewegung: Es entstehen neue Betriebsformen, Vertikalisten konkurrieren
mit klassischen Handelsorganisationen, elektronische und stationäre Kanäle werden in …

Digital platforms have changed the way in which Asia-Pacific firms operate across borders,
however, the impact of digital platforms on entry strategy is under-researched in current …

This study investigates the issue of balancing the benefits gained through standardized
strategies with those achievable when adapting to local conditions. Building on previous …

Although international entry mode choice has been extensively studied, the empirical results
regarding two key antecedents—various forms of distance and international experience …

When going and operating abroad, firms face the challenge of finding the optimal balance
between standardizing and adapting their marketing strategies across national borders in …