| Original language | English |
|---|---|
| Title of host publication | Conference of Academy of Marketing, University of Sterling |
| Place of Publication | Scotland, UK |
| Publication status | Published - 1999 |
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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 proceeding › Conference contribution › peer-review