Planned Marketing Adaptation and Multinationals' Choices Between Acquisitions and Greenfields
International marketing studies have extensively examined the antecedents of firms' marketing standardization/ adaptation decisions. However, it is unclear whether such decisions, once planned, codetermine the choice between buying and building foreign subsidiaries. Analyzing a sample of 150 f...
| Main Authors: | , |
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| Format: | Others |
| Language: | en |
| Published: |
American Marketing Associtation
2014
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| Subjects: | |
| Online Access: | http://epub.wu.ac.at/4390/1/ContentServer.pdf http://dx.doi.org/10.1509/jim.13.0115 |