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Product and Promotion Adaptation by European Firms in the U.S

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  • James J Ward

    (California State University)

Abstract

European subsidiaries surveyed in this exhibit a strong tendency to adapt products and promotion strategies to U.S. markets. While most products are adapted in some manner, changes and their costs are relatively minor.© 1973 JIBS. Journal of International Business Studies (1973) 4, 79–85

Suggested Citation

  • James J Ward, 1973. "Product and Promotion Adaptation by European Firms in the U.S," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 4(1), pages 79-85, March.
    • Handle: RePEc:pal:jintbs:v:4:y:1973:i:1:p:79-85
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    Cited by:

    1. Schmid, Stefan & Kotulla, Thomas, 2011. "50 years of research on international standardization and adaptation--From a systematic literature analysis to a theoretical framework," International Business Review, Elsevier, vol. 20(5), pages 491-507, October.
    2. Fastoso, Fernando & Whitelock, Jeryl, 2010. "Regionalization vs. globalization in advertising research: Insights from five decades of academic study," Journal of International Management, Elsevier, vol. 16(1), pages 32-42, March.

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