Standardisation versus adaptation in international marketing of Polish companies operating in foreign markets: The case of Maspex
Objective: The article examines the application of standardisation, adaptation, and glocalisation strategies in international marketing, with Maspex Group serving as a case study. It analyses how Polish firms, exemplified by Maspex, navigate the challenges of foreign market expansion through these...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Krakow University of Economics
2025-03-01
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| Series: | International Entrepreneurship Review |
| Subjects: | |
| Online Access: | https://ier.uek.krakow.pl/index.php/pm/article/view/2280 |
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