International Marketing Standardization & Impact of Fit on Performance | A case of Taiwanese Multinational Enterprises investing in Vietnam

AnhTuan Nguyen

ISBN 10: 3845472677 ISBN 13: 9783845472676

Published by LAP Lambert Academic Publishing, 2012

Language: English

Condition: New Soft cover

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Bibliographic Details

Title

International Marketing Standardization & Impact of Fit on Performance | A case of Taiwanese Multinational Enterprises investing in Vietnam

Publisher

LAP Lambert Academic Publishing

Publication Date

2012

Language

English

ISBN 10

3845472677

ISBN 13

9783845472676

Binding

Taschenbuch

Condition

Neu

Seller catalogs

B�cher

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Synopsis

This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters’ viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of Taiwanese multinational corporations (MNCs) operating in the Vietnam. The results indicate that all of four environmental factors such as marketing infrastructure, customer’s characteristics, competitive intensity and technological velocity can influence the standardization or adaptation of international marketing strategy.

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Faculty of Business Administration. University of Economics and Business.Vietnam National University, Hanoi

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