Managing Local Adaptation and Standardization in the Execution of a Marketing Process in a MNC through Regional Headquarter

University essay from Göteborgs universitet/Företagsekonomiska institutionen

Author: Emma Hallius; John Hermansson; [2016-10-07]

Keywords: Multiple headquarters; regional headquarters; headquarter; subsidiary; marketing process; marketing execution; standardization; local adaptation; organizational structure; IR dilemma;

Abstract:

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