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Keywords: Standardisation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2022) 39 (2): 352–370.
Published: 22 September 2021
... data were collected via 31 semi-structured executive interviews. Findings Both standardised global and localised multinational marketing strategies were found to have initially been employed by luxury fashion retailers entering into China. Subsequently, localised multinational strategies became...
