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- W2091478052 abstract "We extend the discussion on the adaptation/ standardization in foreign markets by introducing a new strategic link, the foreign subsidiary establishment mode choice of multinational firms. We suggest that the penetration of certain markets requires extensive adaptation achieved by assimilating local brands or developing insightful local promotion, while others can be served by offering relatively standard products. We examine how the perceived need for local adaptation affects the establishment mode choice. We argue that at high levels of adaptation, firms are likely to choose an acquisition establishment mode. This relationship however is contingent upon how challenging the local adaptation is for the firm. We hypothesize that realizing a given degree of local adaptation will be less challenging for firms with better worldwide marketing skills hence for such firms the positive impact of adaptation on the likelihood of choosing an acquisition entry will be weaker. Realizing a given degree of local adaptat..." @default.
- W2091478052 created "2016-06-24" @default.
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- W2091478052 date "2013-01-01" @default.
- W2091478052 modified "2023-09-27" @default.
- W2091478052 title "Marketing Adaptation and Foreign Market Entry — The Link to Foreign Subsidiary Establishment (WITHDRAWN)" @default.
- W2091478052 doi "https://doi.org/10.5465/ambpp.2013.15588abstract" @default.
- W2091478052 hasPublicationYear "2013" @default.
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