Educator Insights: Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative

By C. Solberg. 2000

128 citations recorded by the source corpus.

Subfields: Communication, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/ada13544afcfeeea3d25c75b84e3d543f86df962

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Communication

1. Carlos M. P. Sousa
2. F. Bradley
3. Sean Paterson
4. D. Brock
5. Luis Filipe Lages
6. P. Ellis
7. Jorge Lengler

In Strategy and Management

1. Carlos M. P. Sousa
2. Lee Li
3. Gongming Qian
4. F. Bradley
5. Zhengming Qian
6. Ji Li
7. Sean Paterson
8. D. Brock

Citations in the corpus

• The development of subsidiary-management research: review and theoretical analysis (2002, background): “Later subsidiary role typologies (Jarillo & Martinez, 1990, Taggart, 1997; Solberg, 2000) gave somewhat more attention to the interests of headquarters.”
• Regional diversification and firm performance (2008, background): “It is also difficult for firms that diversify heavily to transfer resources or assets, such as brand image, between countries in different regions (Solberg, 2000).”
• Global markets: does psychic distance matter? (2005, background): “Their knowledge of the context in which standardization or adaptation is deemed to occur has been described as a good predictor of the degree of promotion standardization or adaptation (Solberg, 2000, 2002; Tai and Wong, 1998; Agrawal, 1995).”