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Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate

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References

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1988INVENTORY, TAXONOMY AND ASSESSMENT OF METHODS FOR INTERNATIONAL MARKET SELECTION201 cited
1991Culture‐specific Marketing Communications: An Analytical Approach130 cited

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1988

Gray Markets and the Legal Status of Parallel Importation

115 cited

1991Distribution Channel Relationships in Diverse Cultures114 cited

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2005Global markets: does psychic distance matter?126 cited
2002Toward a tradeoff model for international market selection124 cited
2003International Standardization Strategies: The Experiences of Australian and New Zealand Firms Operating in the Greater China Markets124 cited
2009Diaspora and trade facilitation: The case of ethnic Chinese in Australia119 cited
2003Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance114 cited
1995Standardization versus Customization in International Marketing: An Investigation Using Bridging Conjoint Analysis113 cited
2004The marketing strategy‐performance relationship in an export‐driven developing economy110 cited
1998The Impact of Firm and Managerial Characteristics on Small and Medium-Sized Greek Firms' Export Performance110 cited
2000A Conceptual Framework of the Determinants of Export Performance104 cited
2007Marketing mix standardization in multinational corporations: A review of the evidence97 cited
1994International Advertising Standardization: What do the Multinationals Actually Standardize?89 cited
2009Understanding multi-level institutional convergence effects on international market segments and global marketing strategy84 cited
2020Determinants of international marketing strategy for emerging market multinationals76 cited
1995American marketing in the European Union71 cited
2006The international transfer of store brand image66 cited