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Title: "International Brand-Name Standardization/Adaptation: Antecedents and Consequences"
Author: Aref Alashban Dean, King Fahd University
Source: Journal of International Marketing, Vol. 10, No. 3 (2002), pp. 22-48
Publication Date: October 10 2002
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Reads: 4979
Abstract: Using the structure-conduct-performance paradigm along with Porter's international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaption strategy.
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