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Title: Transference of marketing activities and strategies to foreign markets
Authors: Albaum, Gerald
Tse, David K.
Keywords: Standardization
Hong Kong companies
Issue Date: Jun-1997
Series/Report no.: Marketing Working Paper Series ; MKTG 97.094
Abstract: Transference of marketing activities and strategies to foreign markets is often confused with standardization of activities/strategies. But, they are distinctly different. Standardization is an end result while transference is a process by which some end result may happen. This paper develops a model of the transference phenomenon which links antecedents to transference and transference with performance. Hypotheses derived from this model are tested by examining the behavior and perceptions of a sample of Hong Kong companies.
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