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Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets

Helm, Roland ; Gritsch, Stephanie



Abstract

The degree of adaptation or standardization of the marketing program is critical in international business ventures. However, findings within this important research field and, consequently, implications for practice remain contradictory and confusing. The purpose of this paper is to examine determinants of an international marketing-mix strategy within a specific business-to-business context ...

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