摘要：The standardization versus adaptation of the international marketing strategy (marketing mix) and its relationship with export performance has been a focus of many researchers in last five decades.In existing literature there are many arguments, presented by different authors, favouring standardization, but on the other hand there are also numerous studies that support advantages of marketing mix adaptation. The main purpose of this paper is to develop research propositions for marketing mix standardization/adaptation and its relationship with export performance focusing on firms in Bosnia and Herzegovina.
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