The Antecedents of Marketing Standardization Strategy: Empirical Evidence from Chinese Manufacturing Multinationals

摘要：

Based on the existing researches, this paper constructs a conceptual model of antecedents of marketing standardization strategy. And this paper examines the model, using data of 81 Chinese manufacturing multinationals. The empirical conclusions show that the theoretical logics of the model, mainly based on the foreign research, can be generalized to Chinese multinational operations. Finally, this paper reveals some important managerial implications for Chinese multinationals.

关键词： Multinationals Marketing standardization External standardization conditions Organizational management characteristics

作者: Zhang Feng Wu Xiaoyun

作者单位: Business School, NanKai University, P.R.China, 300071

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 1042-1049

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）