EconPapers    
Economics at your fingertips  
 

International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy

Peter G P Walters
Additional contact information
Peter G P Walters: University of South Carolina.

Journal of International Business Studies, 1986, vol. 17, issue 2, 55-69

Abstract: A fundamental question in international marketing concerns the desirability and feasibility of standardizing marketing programs and procedures internationally. The primary objective of this paper is to present an overview and evaluation of the standardization debate. Central issues of interest include a discussion of the standardization construct and an evaluation of the evidence regarding corporate implementation of standardization strategies.© 1986 JIBS. Journal of International Business Studies (1986) 17, 55–69

Date: 1986
References: Add references at CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.palgrave-journals.com/jibs/journal/v17/n2/pdf/8490424a.pdf Link to full text PDF (application/pdf)
http://www.palgrave-journals.com/jibs/journal/v17/n2/full/8490424a.html Link to full text HTML (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jintbs:v:17:y:1986:i:2:p:55-69

Ordering information: This journal article can be ordered from
http://www.springer. ... nt/journal/41267/PS2

Access Statistics for this article

Journal of International Business Studies is currently edited by John Cantwell

More articles in Journal of International Business Studies from Palgrave Macmillan, Academy of International Business
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2019-06-04
Handle: RePEc:pal:jintbs:v:17:y:1986:i:2:p:55-69