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Keywords: Standardization/adaptation
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Journal Articles
Martin Hernani-Merino, Juan G. Lazo Lazo, Alvaro Talavera López, José Afonso Mazzon, Gisella López-Tafur
Cross Cultural & Strategic Management (2021) 28 (1): 108–128.
Published: 23 July 2020
... to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers...
