A multidimensional approach to the International Marketing Strategy adaptation of Korean exporters : An empirical study

초록

The author develops a multidimensional framework of external and internal factors impinging upon adaptation of the export-marketing program of Korean firms Empirical results from a sample of top Korean exporters reveal that Korean exporters overall standardize their product, promotion and distribution strategies and adapt pricing to international markets but will adapt any of these elements depending on internal and external factors. Knowing when to adapt has important managerial implications for the continued success of Korea in inter-national markets.

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