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 proceedingChapterpeer-review

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

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