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“patrick van der honing”

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  • Standardisation vs. Adaptation - International Marketing in Service Firms

    by Christian Wolf, Sofie Hildingsson, Patrick van der Honing ...
    1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen ... Read more

    $17.91 USD