Standardisation vs. Adaption: A Conjoint Experiment on the Influence of Psychic, Cultural and Geographical Distance on International Marketing Mix Decisions.

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Reference

Kraus, S., Meier, F., Eggers, F., Bouncken, R., & Schuessler, F. (2016). Standardisation vs. Adaption: A Conjoint Experiment on the Influence of Psychic, Cultural and Geographical Distance on International Marketing Mix Decisions. European Journal of International Management, 10(2), 127-156. (ABS_2021: 2; VHB_3: B)

Publication type

Article in Scientific Journal

Persons

Organizational Units

  • Institute for Entrepreneurship
  • Chair of Strategic Management and Entrepreneurship
  • Chair of Entrepreneurship and Leadership

Original Source URL

Link

DOI

http://dx.doi.org/10.1504/EJIM.2016.074468