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Standaryzacja i adaptacja strategii – dylemat firm działających na rynkach zagranicznych

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Wierzbicka B.
Zarządzanie i Finanse
|
2012
|
vol. 2
|
issue 2
177-190
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.
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