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|Title: ||Transference of marketing activities and strategies to foreign markets|
|Authors: ||Albaum, Gerald|
Tse, David K.
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.|
|Appears in Collections:||MARK Working Papers|
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