The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study

Poulis, Konstantinos ORCID logoORCID: https://orcid.org/0000-0002-3355-9543 and Poulis, Efthimios ORCID logoORCID: https://orcid.org/0000-0001-6820-1499 (2013) The influence of intra-national cultural heterogeneity on product standardisation and adaptation: a qualitative study. International Marketing Review, 30 (4) . pp. 357-383. ISSN 0265-1335 [Article] (doi:10.1108/IMR-03-2012-0047)

Abstract

The paper challenges monolithic portrayals of adaptation practices and introduces more agile forms that can be noticed in international marketing.

Item Type: Article
Research Areas: A. > Business School
Item ID: 30432
Useful Links:
Depositing User: Konstantinos Poulis
Date Deposited: 06 Jul 2022 12:04
Last Modified: 06 Jul 2022 12:04
URI: https://eprints.mdx.ac.uk/id/eprint/30432

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