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Pradeep A. Rau and John F. Preble
This paper presents an analysis of the current debate on “global marketing” and the degree to which multinational firms can standardise their marketing practices across countries…
Abstract
This paper presents an analysis of the current debate on “global marketing” and the degree to which multinational firms can standardise their marketing practices across countries. World markets are getting increasingly homogenised but the authors contend that the framework and associated propositions generated in the paper could help multinational firms determine the degree of standardisation that is possible in different markets.