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Customizing global marketing
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  • 2002The development of subsidiary-management research: review and theoretical analysis292 cited
  • 1997Autonomy and Procedural Justice: A Framework for Evaluating Subsidiary Strategy238 cited
  • 2003Born-International SMEs: BI-Level Impacts of Resources and Intentions230 cited
  • 2005International e‐marketing: opportunities and issues200 cited
  • 1997Standardization of international marketing strategy by firms from a developing country191 cited
  • 2006The Impact of Strategic Fit among Strategy, Structure, and Processes on Multinational Corporation Performance: A Multimethod Assessment180 cited
  • 1996Global strategy: a review and an integrated conceptual framework170 cited
  • 2004Internationalization and the Dynamics of Product Adaptation—An Empirical Investigation158 cited
  • 2005Standardization preferences: a function of national culture, work interdependence and local embeddedness155 cited
  • 2005The effects of ethnocentrism and economic development on the formation of brand and ad attitudes in transitional economies148 cited
  • 2002International Brand-Name Standardization/Adaptation: Antecedents and Consequences144 cited
  • 2001Factors Influencing the Degree of International Pricing Strategy Standardization of Multinational Corporations142 cited
  • 1997Standardization versus adaptation of international advertising strategies: Towards a framework

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139 cited
  • 2004French versus American Consumers' Attachment of Value to a Product in a Common Consumption Context: A Cross-National Comparison135 cited
  • 2002The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance135 cited
  • 1998Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization129 cited