The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study
Article
Poulis, K. and Poulis, E. 2013. The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study. International Marketing Review. 30 (4), pp. 357-383. https://doi.org/10.1108/IMR-03-2012-0047
Type | Article |
---|---|
Title | The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study |
Authors | Poulis, K. and Poulis, E. |
Abstract | The paper challenges monolithic portrayals of adaptation practices and introduces more agile forms that can be noticed in international marketing. |
Keywords | Standardization; Adaptation; Multicultural; Qualitative research; Product adaptation |
Publisher | Emerald |
Journal | International Marketing Review |
ISSN | 0265-1335 |
Publication dates | |
09 Sep 2013 | |
Publication process dates | |
Deposited | 06 Jul 2022 |
Accepted | 01 Dec 2012 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1108/IMR-03-2012-0047 |
Scopus EID | 2-s2.0-84879722884 |
Web of Science identifier | WOS:000321678900005 |
Related Output | |
Has metadata | http://www.scopus.com/inward/record.url?eid=2-s2.0-84879722884&partnerID=MN8TOARS |
Language | English |
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