... adaptation. Practical implications To enhance international performance, managers should devote attention to an OI approach by incorporating a market orientation with responsive flexibility. Managers should be aware that exploratory MCs are more important in an international context than exploratory TCs...

... the standardization or adaptation of global marketing strategies adopted by EMFs for their cross-border acquisitions. Design/methodology/approach This paper examines the determinants of the marketing strategies adopted by Indian and Chinese firms for their cross-border acquisitions. The drivers...

...Stephanie Slater and Constantine Andriopoulos; Konstantinos Poulis; Efthimios Poulis Purpose – Challenging assumptions about the uni-nationality of markets, the paper aims to understand the role of intra-national cultural heterogeneity in product standardisation and adaptation strategies...