Standardisation and/or Adaptation? A Strategic Marketing Decision for U.K. Based Multinational Enterprises Gaining Optimal Results in International Markets

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Original languageEnglish
    Title of host publicationConference of Academy of Marketing, University of Sterling
    Place of PublicationScotland, UK
    Publication statusPublished - 1999

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