Please use this identifier to cite or link to this item: http://hdl.handle.net/1783.1/910

Transference of marketing activities and strategies to foreign markets

Authors Albaum, Gerald
Tse, David K.
Issue Date 1997-06
Summary 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.
Subjects
Language English
Format Working paper
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