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

Demetris Vrontis

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

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Original language	English
Title of host publication	Business and Economics Society International Conference
Place of Publication	Canary Islands, Spain
Publication status	Published - 1999

Cite this

@inproceedings{785f6f1d110740bdb0e75290abf6b1e9,

title = "Global Standardisation and/or International Adaptation? A Tactical Marketing Decision for Multinational Businesses in Crossing Borders and Entering Overseas Markets",

author = "Demetris Vrontis",

year = "1999",

language = "English",

booktitle = "Business and Economics Society International Conference",

}

Global Standardisation and/or International Adaptation? A Tactical Marketing Decision for Multinational Businesses in Crossing Borders and Entering Overseas Markets. / Vrontis, Demetris.
Business and Economics Society International Conference. Canary Islands, Spain, 1999.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review