International Journal of Management and Business Research
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A Model for Standardization/Adaptation Strategy Selection in the Irans Multinational Companies (MNCs)
1 Mohammad Ali Abdolvand; 2 Nadereh Sadat Najafizadeh
1Associate professor, Business Management Office, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran. 2PhD Student, Business Management Office, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran.
Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdependency of these internal variables. The present researchers tried to delineate the role of this reciprocal relationship in dictating the organization marketing strategy.
ANP; Adaptation; DEMATEL; International marketing strategy; Standardization
Date Deposited : 29 Mar 2016 12:16
Official URL: http://www.ijmbr.org/article_5_1.html
Last Modified : 29 Mar 2016 12:16
Volume 1, Number 1, - 2011
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