International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Aref Alashban, Dean, King Fahd University

9/19/2008
(Original Publish Date: 10/10/2002)

Using the structure-conduct-performance paradigm along with Porter's international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaption strategy.