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Keywords: Specialization
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1994) 11 (6): 48–64.
Published: 01 December 1994
... casts doubt on the extent of regional standardization that is feasible. In reading the literature, it appears the marketing manager is faced with the following dilemma: Is global marketing an either/or proposition of full standardization versus full specialization ( Quelch and Hoff, 1986)? Cutler...
