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Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions

Lookup NU author(s): Dr Rekha Nicholson



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Limited, 2017.

For re-use rights please refer to the publisher's terms and conditions.

Publication metadata

Author(s): Rao-Nicholson R, Khan Z

Publication type: Article

Publication status: Published

Journal: International Marketing Review

Year: 2017

Volume: 34

Issue: 1

Pages: 138-158

Print publication date: 13/02/2017

Online publication date: 03/02/2017

Acceptance date: 17/06/2016

Date deposited: 08/10/2016

ISSN (print): 0265-1335

ISSN (electronic): 1758-6763

Publisher: Emerald Group Publishing Limited


DOI: 10.1108/IMR-12-2015-0292


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