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Standardization in international marketing: Is Ted Levitt in fact right?

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  • Boddewyn, J. J.
  • Soehl, Robin
  • Picard, Jacques

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  • Boddewyn, J. J. & Soehl, Robin & Picard, Jacques, 1986. "Standardization in international marketing: Is Ted Levitt in fact right?," Business Horizons, Elsevier, vol. 29(6), pages 69-75.
    • Handle: RePEc:eee:bushor:v:29:y:1986:i:6:p:69-75
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    Cited by:

    1. Hadjinicola, George C. & Kumar, K. Ravi, 2002. "Modeling manufacturing and marketing options in international operations," International Journal of Production Economics, Elsevier, vol. 75(3), pages 287-304, February.
    2. Okazaki, Shintaro & Taylor, Charles R. & Doh, Jonathan P., 2007. "Market convergence and advertising standardization in the European Union," Journal of World Business, Elsevier, vol. 42(4), pages 384-400, December.
    3. Gabrielsson, P. & Gabrielsson, M., 2004. "Globalizing internationals: business portfolio and marketing strategies in the ICT field," International Business Review, Elsevier, vol. 13(6), pages 661-684, December.
    4. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
    5. Mika Gabrielsson, 2005. "Branding Strategies of Born Globals," Journal of International Entrepreneurship, Springer, vol. 3(3), pages 199-222, September.
    6. Panibratov, Andrei & Latukha, Marina, 2014. "Obtaining international results through partnerships: evidence from Russian MNEs in the IT sector," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 19(1), pages 31-57.
    7. Victoria Ann SEITZ & Olesia LUPU & Nabil RAZZOUK & Ka Man Carman CHU, 2009. "Print Advertising In The Us And Hong Kong: A Comparative Analysis," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 4, pages 125-148, November.
    8. Robert Nowacki, 2021. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 15(4), December.
    9. Lance Eliot Brouthers & Edward O’Donnell & Dawn L. Keig, 2013. "Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance," Management International Review, Springer, vol. 53(5), pages 687-710, October.
    10. Victoria Ann Seitz & Nabil Razzouk & Olesia Lupu & Ka Man Carman Chu, 2009. "An analysis of us and Hong Kong print advertising of self-image projective products," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 56, pages 331-342, November.
    11. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    12. Boojihawon, Dev Kumar & Richeri, Augusto & Liu, Yipeng & Chicksand, Daniel, 2021. "Agile route-to-market distribution strategies in emerging markets: The case of Paraguay," Journal of International Management, Elsevier, vol. 27(1).
    13. Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
    14. Insik Jeong & Jong-Ho Lee & Eunmi Kim, 2019. "Determinants of brand localization in international markets," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 75-100, March.
    15. 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.
    16. Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
    17. Farhad Aliyev & Taylan Ürkmez & Ralf Wagner, 2018. "Luxury brands do not glitter equally for everyone," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 337-350, July.
    18. 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.
    19. Henry F.L. Chung, 2010. "Analysing marketing customization strategies in Australasian firms: a framework for services and goods exporters," Asia Pacific Business Review, Taylor & Francis Journals, vol. 16(4), pages 505-525, October.
    20. Michell, Paul & Lynch, James & Alabdali, Obaid, 1998. "New perspectives on marketing mix programme standardisation," International Business Review, Elsevier, vol. 7(6), pages 617-634, November.
    21. Erik Hofmann & Joël Henri Brunner & Elmar Holschbach, 2020. "Research in business service purchasing: current status and directions for the future," Management Review Quarterly, Springer, vol. 70(3), pages 421-460, August.
    22. Pease, Stephanie & Paliwoda, Stanley & Slater, Jim, 2006. "The erosion of stable shareholder practice in Japan ("Anteikabunushi Kosaku")," International Business Review, Elsevier, vol. 15(6), pages 618-640, December.
    23. Li, Tiger & Cavusgil, S. Tamer, 1995. "A classification and assessment of research streams in International Marketing," International Business Review, Elsevier, vol. 4(3), pages 251-277, September.
    24. Poulis, Konstantinos & Poulis, Efthimios & Plakoyiannaki, Emmanuella, 2013. "The role of context in case study selection: An international business perspective," International Business Review, Elsevier, vol. 22(1), pages 304-314.

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