Abstract
This chapter focuses on the market offer, the most visible part of a company’s international strategy. First, the interdependencies between country markets are introduced. Then, standardized and differentiated market offers are explained as well as hybrid offers which are located on the continuum between those extremes. Finally, a process for determining the level of differentiation and standardization of the market offer is proposed.
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Grünig, R., Morschett, D. (2017). Determining the Differentiation-Standardization Level of the Market Offer. In: Developing International Strategies. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-53123-5_17
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DOI: https://doi.org/10.1007/978-3-662-53123-5_17
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Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-662-53122-8
Online ISBN: 978-3-662-53123-5
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