Critical mass and international marketing strategy |
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Authors: | Vern Terpstra PhD |
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Institution: | (1) Present address: University of Michigan, Michigan, USA |
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Abstract: | Economies of scale have long been recognized as being important for the production side of international business. This article
suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples
in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international
marketing strategy. |
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Keywords: | |
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