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International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Title
International Brand-Name Standardization/Adaptation: Antecedents and Consequences
Author
Aref Alashban, Dean, King Fahd University
Date
9/19/2008
(Original Publish Date: 10/10/2002)
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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