STANDARDIZING OR ADAPTING MARKETING STRATEGIES ACROSS BOARDERS - A CASE STUDY OF GETINGE AB

STANDARDIZING OR ADAPTING MARKETING STRATEGIES ACROSS BOARDERS - A CASE STUDY OF GETINGE AB

The purpose of this study is to examine how the social/cultural, legal, economic, political and technological environment in international markets affects a firm’s standardization and adaptation of the marketing mix. This study investigates Getinge ABs actions on the German and the Chinese market. T...

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Bibliographic Details
Main Authors: Piirainen, Helena, Seta, Dzejna
Format: Others
Language:English
Published: Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET) 2008
Subjects:
standardization
adaptation
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1585

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