International Marketing Standardization & Impact of Fit on Performance | A case of Taiwanese Multinational Enterprises investing in Vietnam

Descripción:

International Marketing Standardization & Impact of Fit on Performance | A case of Taiwanese Multinational Enterprises investing in Vietnam | AnhTuan Nguyen | Taschenbuch | Englisch | LAP Lambert Academic Publishing | EAN 9783845472676 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. N° de ref. del artículo 106594609

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Sinopsis:

Reseña del editor: This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of Taiwanese multinational corporations (MNCs) operating in the Vietnam. The results indicate that all of four environmental factors such as marketing infrastructure, customer's characteristics, competitive intensity and technological velocity can influence the standardization or adaptation of international marketing strategy.