Standardization of International Marketing Strategy: Some Research Hypotheses

Harvard Business Review

1988 • 18,717 citations

Harvard business review

1993 • 13,965 citations

The Silent Language

1959 • 3,614 citations

Columbia Journal of World Business

1968 • 3,557 citations

THE GLOBALIZATION OF MARKETS

1983 • 3,208 citations

Management International Review

2004 • 2,834 citations

Country-of-Origin Effects on Product Evaluations

1982 • 1,813 citations

Competition in Global Industries

1988 • 1,709 citations

Competition in Global Industries

1987 • 1,698 citations

Sovereignty at bay: The multinational spread of U. S. enterprises

1971 • 955 citations

Triad Power: The Coming Shape of Global Competition

1985 • 689 citations

THE MYTH OF GLOBALIZATION

1986 • 532 citations

A Cross-National Comparison of Consumer Research Measures

1987 • 424 citations

How Global Companies Win Out

1982 • 389 citations

A Comparative “Made In” Product Image Survey among Japanese Businessmen

1977 • 378 citations

Consumer Attitudes towards Products of Foreign Origin: Do They Vary Across Product Classes?

1983 • 370 citations

European Journal of Marketing

1992 • 336 citations

Do you really have a global strategy?

2017 • 324 citations

Customizing global marketing

1986 • 317 citations

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

1986 • 317 citations

Strategic Management in Multinational Companies

2017 • 299 citations

A Cross-Cultural Study of “Made in” Concepts

1982 • 258 citations

1979 educators' conference proceedings

1979 • 258 citations

International Marketing Effectiveness of Technology-Oriented Small Firms

1980 • 249 citations

International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy

1986 • 220 citations

International Marketing Management

1984 • 193 citations

Guidelines for Developing International Marketing Strategies

1973 • 190 citations

Comparative Marketing: The First Twenty five Years

1981 • 154 citations

A STRATEGIC APPROACH TO INTERNATIONAL SEGMENTATION

1987 • 138 citations

Triad power: the coming shape of global competition

1986 • 131 citations

The Cultural Environment of International Business

1985 • 130 citations

Multinational Product Planning: Strategic Alternatives

1969 • 128 citations

Government Intervention in Less Developed Countries: The Experience of Multinational Companies

1982 • 106 citations

Cultural analysis in overseas operations

1966 • 96 citations

Life-Style Analysis to Profile Women in International Markets

1977 • 92 citations

The Effectiveness of Standerdized Global Advertising

1975 • 91 citations

Global marketing: an empirical investigation

1986 • 87 citations

GLOBAL MARKETS OR GLOBAL COMPETITION?

1986 • 87 citations

Coordinating International Advertising

1978 • 83 citations

Who Makes Marketing Decisions in the Multinational Firm?

1970 • 70 citations

Big business blunders : mistakes in multinational marketing

1983 • 67 citations

Can we control health care costs?

1978 • 65 citations

Standardization of Advertising for Western Europe

1963 • 65 citations

How MNCs cope with host-government intervention

1980 • 62 citations

Transfer of management knowhow to developing countries: An empirical investigation

1984 • 55 citations

Standardized Global Advertising, a Call as Yet Unanswered

1969 • 53 citations

DIMENSIONS OF THE MATURE MARKET

1986 • 53 citations

GLOBAL STRATEGY: ACHIEVING THE GEOCENTRIC IDEAL

1985 • 51 citations

Multinational structural evolution : the changing decision environment in international divisions

1979 • 39 citations

Effect of National Identity on Multinational Promotional Strategy in Europe

1976 • 38 citations

EFFECTS OF URBANIZATION1

1968 • 38 citations

Coordinating International Advertising

1978 • 36 citations

The Influence of Subcultural and Personality Factors on Consumer Acculturation

1981 • 32 citations

Attitudes toward Culture and Approach to International Advertising

1970 • 32 citations

Big Business Blunders: Mistakes in Multinational Marketing

1983 • 31 citations

Marketing Know-How Transfers by Multinationals: A Case Study in Turkey

1981 • 31 citations

International marketing presentations: some options

1972 • 28 citations

The markets of europe or the European market?

1962 • 26 citations

International advertising and marketing

1979 • 19 citations

Patterns of marketing adaptation in international business

1973 • 15 citations

International marketing : managerial perspectives

1979 • 15 citations

THE INFLUENCE OF COUNTRY AND PRODUCT ON RETAILER OPERATING PRACTICES: A CROSS NATIONAL COMPARISON

1985 • 10 citations

Multinational Management

1983 • 8 citations

Export‐oriented product adaptation

1976 • 8 citations

Developing policy responses to cultural differences

1978 • 8 citations

The Ecology of Consumer Markets Less and More Developed Countries

1982 • 6 citations

Multinational product management

1977 • 4 citations