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Browsing ICEAC - Instituto de Ciências Econômicas, Administrativas e Contábeis by Author "Brei, Vinícius Andrade"

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The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis

Brei, Vinícius Andrade; D’Avila, Lívia Castro; Camargo, Luis Felipe; Engels, Juliana (2011)

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published ...

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