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.
|Udgiver||Department of Intercultural Communication and Management, Copenhagen Business School|
|Status||Udgivet - 2000|
|Navn||Working Paper / Intercultural Communication and Management|
- Kultur og markedsføring
- International markedsføring