Standardization in international marketing: Is Ted Levitt in fact right?Jean J. Boddewyn, Robin Soehl, Jacques Picard1986-11-01articleBusiness Horizons316 citationsclosedNo readable copy stored yet — this record is metadata only.International Business and FDIBusiness Strategies and InnovationInnovation and Knowledge ManagementAbstractNo abstract was published for this record.Citations in this libraryStored only when both papers are in the corpus — 316 citations exist upstream.References1981Comparative Marketing: The First Twenty five YearsCited by1996Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions1999Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials201050 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework1997Standardization of international marketing strategy by firms from a developing country2003Standardization/adaptation of international marketing strategy2009When Does International Marketing Standardization Matter to Firm Performance?2009International marketing adaptation versus standardisation of multinational companies2010Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals between U.S. and Japanese Consumers