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Journal Articles

How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance

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Jie Gao, Tao Wang, Yu Jia, Cheng Lu Wang
Journal: International Marketing Review
International Marketing Review (2022) 39 (6): 1390–1416.
https://doi.org/10.1108/IMR-01-2021-0007
Published: 24 August 2022
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Journal Articles

How global brands incorporate local cultural elements to improve brand evaluations: A perspective on cultural mixing

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Chunyan Nie, Tao Wang
Journal: International Marketing Review
International Marketing Review (2021) 38 (1): 163–183.
https://doi.org/10.1108/IMR-01-2019-0035
Published: 11 December 2019
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