Three Perspectives on Intercultural Marketing

Simon Ulrik Kragh

    Research output: Working paperResearch

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    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.
    Original languageEnglish
    Place of PublicationFrederiksberg
    PublisherDepartment of Intercultural Communication and Management, Copenhagen Business School
    Number of pages24
    Publication statusPublished - 2000
    SeriesWorking Paper / Intercultural Communication and Management

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