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Impact of international marketing strategies on performance in diverse global markets

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  • Fraser, Cynthia
  • Hite, Robert E.

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  • Fraser, Cynthia & Hite, Robert E., 1990. "Impact of international marketing strategies on performance in diverse global markets," Journal of Business Research, Elsevier, vol. 20(3), pages 249-262, May.
    • Handle: RePEc:eee:jbrese:v:20:y:1990:i:3:p:249-262
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    Cited by:

    1. Luis Filipe Lages & Sandy D. Jap, 2002. "A contingency approach to marketing mix adaptation and performance in international marketing relationships," Nova SBE Working Paper Series wp411, Universidade Nova de Lisboa, Nova School of Business and Economics.
    2. 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.
    3. Etgar, Michael & Rachman-Moore, Dalia, 2011. "The relationship between national cultural dimensions and retail format strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 397-404.
    4. 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.
    5. Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
    6. Maria Kalogera & Antonios Georgopoulos & Panagiota Boura, 2020. "Is there a link between firms? export activity and economic performance in a Small Open Economy? Evidence from Greece," Proceedings of Business and Management Conferences 10112601, International Institute of Social and Economic Sciences.
    7. Ruz-Mendoza, Miguel Á. & Trifu, Andreea & Cambra-Fierro, Jesús & Melero-Polo, Iguácel, 2021. "Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context," Journal of Business Research, Elsevier, vol. 133(C), pages 341-353.
    8. Agyei-Sasu, Felix & Egyir, Irene Susana, 2010. "Tobit Estimation Of The Intensity Of Export Success Of Horticultural Enterprises In Ghana," 2010 AAAE Third Conference/AEASA 48th Conference, September 19-23, 2010, Cape Town, South Africa 97071, African Association of Agricultural Economists (AAAE).

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