Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions

Rao-Nicholson, R. and Khan, Z. (2017) Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. International Marketing Review, 34 (1). pp. 138-158. ISSN 0265-1335

Abstract

Metadata

Authors/Creators:
  • Rao-Nicholson, R.
  • Khan, Z.
Copyright, Publisher and Additional Information: © Emerald Publishing Limited 2017. This is an author produced version of a paper subsequently published in International Marketing Review. Uploaded in accordance with the publisher's self-archiving policy.
Keywords: adaptation versus standardization; branding; marketing strategy; cross-border acquisitions; emerging markets firms
Dates:
  • Accepted: 17 June 2016
  • Published (online): 13 February 2017
  • Published: 2017
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Social Sciences (Sheffield) > Sheffield University Management School
Depositing User: Symplectic Sheffield
Date Deposited: 22 Jun 2016 10:40
Last Modified: 12 Oct 2017 10:28
Published Version: https://doi.org/10.1108/IMR-12-2015-0292
Status: Published
Publisher: Emerald
Refereed: Yes
Identification Number: https://doi.org/10.1108/IMR-12-2015-0292

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