Title Marketingo sprendimų standartizacija ir adaptacija įmonių veiklos internacionalizacijos kontekste /
Translation of Title Standardization and adaptation of marketing decisions in the context of internationalisation of company activities.
Authors Alimienė, Monika
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Pages 245
Keywords [eng] marketing decisions ; standardization ; adaptation ; internationalisation
Abstract [eng] The scientific problem of the dissertation is formulated with the help of the following question: How do companies that get involved in activities in international markets differently standardize and adapt marketing decisions? The presentation of answers to this question enable to define standardization and adaptation of marketing decisions in the context of internationalisation of company activities with more precision. The research object is standardization and adaptation of marketing decisions. The research goal is to identify the impact of internationalisation of company activities, assessing internationalisation through different company involvement in activities in international markets, on standardization and adaptation of marketing decisions.
Type Doctoral thesis
Language Lithuanian
Publication date 2013