50 years of research on international standardization and adaptation—From a systematic literature analysis to a theoretical framework

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IMC antecedents and the consequences of planned brand identity in higher education (2017, background): “The extensive literature on international marketing standardisation and adaptation (Schmid and Kotulla, 2011) provides a range of strategy options in this regard.”
Marketing Strategies for Foreign Expansion of Companies Originating in Small and Open Economies: The Consequences of Strategic Fit and Performance (2012, background): “More research has been called for on the relationship between marketing strategy and performance (Jain 1989; Schmid and Kotulla 2011).”