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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1783.1/910
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| Title: | Transference of marketing activities and strategies to foreign markets |
| Authors: | Albaum, Gerald
Tse, David K. |
| Keywords: | Standardization
Transference
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. |
| URI: | http://hdl.handle.net/1783.1/910 |
| Appears in Collections: | MARK Working Papers
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Files in This Item:
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Description |
Size | Format |
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| mktg97094.pdf | | 1868Kb | Adobe PDF | View/Open |
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