Abstract Context matters in International Business, but to what extent does it influence the
content of knowledge? This study offers a systematic literature review on the …

Purpose–The purpose of this paper is to position multinational companies on a linear
continuum indicating their overall attitude towards standardisation/adaptation, examines the …

Purpose The main objective of this study is to evolve the basis of beneficial impact
assessment of international marketing strategy (IMS) for emerging market multinationals by …

The purpose of this research is to investigate the role of guanxi in the relation between
market orientation (MO) and business performance (financial and strategic). In this study …

The argument over standardization versus adaptation of marketing strategy in international
markets has raged for several decades. This argument has generally taken place at the …

Purpose Building on contingency theory, this paper aims to investigate the extent to which
the “4Ps international adaptation strategy” and internationalization intensity shape the …

The main objective of this work is to understand the extent to which a relationship exists
between static patterns and the dynamic configurations of a firm's export behaviour. The …

This paper discusses and critically reviews the causes and consequences of global
standardization and local adaptation of marketing strategies. The scope of the literature …

This paper investigates whether the degree of standardisation/adaptation of the overall
international marketing strategy influences the export performance in SMEs, taking into …

This study explored the intra-regional and store size strategies of coffee chains using big
data from Seoul, Korea. The results show that the multi-locational capabilities of coffee …