Standaryzacja i adaptacja strategii – dylemat firm działających na rynkach zagranicznych

• Authors: Beata Wierzbicka

Title variants

EN

STANDARDIZATION AND ADAPTATION OF THE STRATEGY - THE DILEMMA OF ENTERPRISES ACTING ON FOREIGN MARKETS

• Languages of publication: PL

Abstracts

EN

Strategies of firms acting on international markets, as well as specific groups of marketing's acts such as product placement, price promotion or distribution might be standardized or varied in different level. Finding exact proportion between standardization and adaptation of the strategy is one of the basic dilemma of firms acting on foreign markets in adjusting their offer to specific market.

Keywords

EN

STRATEGY STANDARDIZATION; STRATEGY ADAPTATION; FIRMS ACTING ON FOREIGN MARKETS

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 2
• Issue: 2
• Pages: 177-190

Contributors

author

Beata Wierzbicka

• Instytut Organizacji i Zarządzania, Wydział Zarządzania, Uniwersytet Gdański