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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