Marketing internationalization: influence factors on product customization decision

Purpose - Studies about product customization decision are especially relevant for organizations that decide opening a subsidiary overseas. This scenario requires the company to decide which products should be customized and which products should be standardized when selling products in internationa...

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Bibliographic Details
Main Authors: Ailton Conde Jussani, Eduardo Pinheiro Gondim de Vasconcellos, James Terence Coulter Wright, Celso Cláudio de Hildebrand e Grisi
Format: Article
Language:English
Published: Emerald Publishing 2018-10-01
Series:RAUSP Management Journal
Subjects:
Online Access:https://www.emeraldinsight.com/doi/pdfplus/10.1108/RAUSP-07-2018-0043