Product standardisation versus product adaptation in international marketing

Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Manchester, language: English, abstract: The core of a firm’s international operations is a product or service. This can be defined as the complex of tangible and intangible elements that distinguishes it from the other entities in the marketplace (Czinkota, Rinkainen, 1995:...