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...
Main Authors: | , , , |
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Format: | Article |
Language: | English |
Published: |
Emerald Publishing
2018-10-01
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Series: | RAUSP Management Journal |
Subjects: | |
Online Access: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/RAUSP-07-2018-0043 |