Standardisation vs. Adaption: A Conjoint Experiment on the Influence of Psychic, Cultural and Geographical Distance on International Marketing Mix Decisions.

Reference

Kraus, S., Meier, F., Eggers, F., Bouncken, R., & Schuessler, F. (2016). Standardisation vs. Adaption: A Conjoint Experiment on the Influence of Psychic, Cultural and Geographical Distance on International Marketing Mix Decisions. European Journal of International Management, 10(2), 127-156. (ABS_2021: 2; VHB_3: B)

Publication type

Article in Scientific Journal

Persons

• Prof. Dr. Dr. Sascha Kraus
• Fabian Meier, MSc
• Dr. rer. oec. Felix Schüßler, MSc

Organizational Units

• Institute for Entrepreneurship
• Chair of Strategic Management and Entrepreneurship
• Chair of Entrepreneurship and Leadership

Original Source URL

DOI