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
TypeArticle
TitleThe influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study
AuthorsPoulis, 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.

KeywordsStandardization; Adaptation; Multicultural; Qualitative research; Product adaptation
PublisherEmerald
JournalInternational Marketing Review
ISSN0265-1335
Publication dates
Print09 Sep 2013
Publication process dates
Deposited06 Jul 2022
Accepted01 Dec 2012
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/IMR-03-2012-0047
Scopus EID2-s2.0-84879722884
Web of Science identifierWOS:000321678900005
Related Output
Has metadatahttp://www.scopus.com/inward/record.url?eid=2-s2.0-84879722884&partnerID=MN8TOARS
LanguageEnglish
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