Journal ArticleDOI
International marketing adaptation versus standardisation of multinational companies.
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TLDR
In this article, a rating scale Rasch model is used to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum, and the relationship between the adaptation and standardisation variable against other variables is investigated.Abstract:
Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results.Design/methodology/approach – A rating scale Rasch model is used in order to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation.Findings – The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relations...read more
Citations
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TL;DR: In this article, the authors provide a conceptual framework based on the integration of agility in different operational areas (e.g., information technology, supply chain and production) that organizations should foster to become an agile multinational.
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References
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Statistical Analysis with Missing Data
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Applied nonparametric statistics
TL;DR: In this article, applied nonparametric statistics are applied to the problem of applied non-parametric statistical data collection in the context of the application of applied NN statistics, including:
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