Consumer centric product standardisation : a four-country empirical investigation
Despite more than 45 years of debate among international marketers about the right way to tackle the standardisation versus adaptation of products, no clear answer has yet emerged. Academics argue along the "Standardisation- Differentiation Continuum" with proponents of standardisation on...
| Main Author: | |
|---|---|
| Published: |
University of Surrey
2013
|
| Subjects: | |
| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.606693 |