Examines the extent to which MNCs in Turkey standardise their marketing activities. The findings suggest that, in general, MNCs pursue higher levels of standardisation when market conditions are similar among host and parent countries. The findings also suggest product category and industry, ownership structure and nationality of the parent as three factors underlying the degree of marketing standardisation.
European Journal of Marketing – Emerald Publishing
Published: Dec 1, 1991
Keywords: Marketing strategy; Multinationals; Turkey
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