Three Perspectives on Intercultural Marketing

Simon Ulrik Kragh

Three Perspectives on Intercultural Marketing

Simon Ulrik Kragh

Publikation: Working paper › Forskning

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Abstract

Drawing a distinction between the context free product and the context bound or creolized product, the paper discusses the limitations of the dichotomy of standardization and adaptation used in the literature on international marketing. It is suggested that the double product concept leads to a more complex combinations of standardization and adaptation: companies which operate in culturally different markets should reckon with at least four strategic combinations of standardization and adaptation.

Originalsprog	Engelsk
Udgivelsessted	Frederiksberg
Udgiver	Department of Intercultural Communication and Management, Copenhagen Business School
Antal sider	24
Status	Udgivet - 2000

Navn	Working Paper / Intercultural Communication and Management
Nummer	37

Emneord

Kultur og markedsføring
International markedsføring

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wpnr_37_2000Forlagets udgivne version, 181 KBLicens: CC BY-NC-ND

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