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Journal Article

Standardization of International Marketing Strategy: Some Research Hypotheses

Subhash C. Jain
Journal of Marketing
Vol. 53, No. 1 (Jan., 1989), pp. 70-79
DOI: 10.2307/1251525
Stable URL: http://www.jstor.org/stable/1251525
Page Count: 10
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Standardization of International Marketing Strategy: Some Research Hypotheses
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Abstract

Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research agenda on the standardization issue, the author develops research propositions for each factor.

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