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The Standardisation Debate in International Marketing

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References

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1975Journal of International Business Studies2,436 cited
1987Global strategy: An organizing framework1,263 cited
1989Standardization of International Marketing Strategy: Some Research Hypotheses949 cited
1992The Influence of Global Marketing Standardization on Performance792 cited
1986THE MYTH OF GLOBALIZATION520 cited
1982How Global Companies Win Out388 cited
1986Customizing global marketing323 cited
1986Standardization in international marketing: Is Ted Levitt in fact right?316 cited
1991International Marketing Review269 cited
1986International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy219 cited
1987Broadcasting In Italy: An Overview168 cited
1965How International Can European Advertising Be?160 cited
1985International Product Positioning104 cited
1989Cross-Cultural Advertising102 cited
1978Coordinating International Advertising91 cited

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