Abstract
The profound transformation of the world economy from a multinational to a global one has propelled strategy formulation to the center of scholarly and managerial inquiry. Intensifying competition for cross national market shares, homogenizing consumer tastes, rapid technological change, and novel forms of trade and investment have collectively heightened the need for proficiency in global strategy formulation.
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Ozsomer, A., Yaprak, A. (2015). Exploring the Interaction Between Strategic Adaptability and Marketing Standardization in International Marketing: Some Research Proposals. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_26
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DOI: https://doi.org/10.1007/978-3-319-17049-7_26
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