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

Internationalizing retailers have shifted their attention to developing countries in which they
pursue different forms of adapted-format transfer strategies to succeed locally. However, little …

This research provides new knowledge on the development of marketing strategies in
international new ventures (INVs) by applying the concept of entrepreneurial marketing to …

Firms' internationalization strategies can vary with changing environments. Occasionally, a
firm may choose to re-enter a foreign market it had abandoned in the past if environmental …

The authors propose a conceptual model of the psychic distance–organizational
performance relationship that incorporates organizational factors (international experience …

The topic of standardization of international marketing programs represents an important
issue faced by managers of global firms and has attracted significant research attention …

There is a lack of consensus on what the international product adaptation (IPA) concept
involves, and only a partial understanding of its outcomes. Our analysis of the IPA …

The international marketing literature has produced divergent findings regarding the effect of
a standardized marketing strategy on firm performance among large multinational …

This study examines the marketing strategies of companies originating in small and open
economies as they expand into foreign markets. It distinguishes two major globalization …

The importance of consumer attitudes towards products and classes of products in
determining purchase behaviour is well established. The bias of consumers towards …