The relationship between the international marketing strategy adaptation and the export performance of chinese firms
International marketing strategy Adaptation (IMSA) has been widely acknowledged by scholars as a crucial determinant of export performance (Cavusgil & Zou, 1994; Shoham, 1999; Theodosiou & Leonidou, 2003). Essentially, a firm's pursuit of IMSA is contingent on different factors in the internal and external environments. However, the complicated interplays of internal and external factors in the international marketing strategy cannot be understood by just one single conceptual explanation....[Show more]
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