The purpose of this chapter is the analysis of the standardization / adaptation debate. The chapter is divided into two parts. The first one presents a literature review. The second one points out the results of an empirical research on a sample of Italian companies

Standardization / Adaptation of the product positioning strategy in international markets: an empirical study of some Italian companies

VIANELLI, DONATA
1999-01-01

Abstract

The purpose of this chapter is the analysis of the standardization / adaptation debate. The chapter is divided into two parts. The first one presents a literature review. The second one points out the results of an empirical research on a sample of Italian companies
1999
9782869116726
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11368/1688810
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