Global Standardisation and/or International Adaptation: A Tactical Marketing Decision for Multinational Business in Crossing Borders and Entering Overseas Markets

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationBusiness and Economics for the 21st Century
Place of PublicationUSA
PublisherBusiness and Economics Society International
Pages140-151
Volume3
ISBN (Print)0-9659831-2-9
Publication statusPublished - 1999

Cite this

Vrontis, D. (1999). Global Standardisation and/or International Adaptation: A Tactical Marketing Decision for Multinational Business in Crossing Borders and Entering Overseas Markets. In Business and Economics for the 21st Century (Vol. 3, pp. 140-151). Business and Economics Society International.