Global vs. local products
a case study and a model
Edición de la obra Global vs. local products
| Autor | Pankaj Ghemawat |
|---|---|
| Editorial | Division of Research, Harvard Business School |
| Fecha de publicación | 2002 |
| Lugar | Boston |
| Idioma | inglés |
| Páginas | 32 |
| OCLC | 49321947 |
| Serie | Working paper / Division of Research, Harvard Business School -- 02-059 · Working paper (Harvard Business School. Division of Research) -- 02-059 |
| Número de Cutter | G412g |
It is widely believed that globally standardized product varieties are displacing locally customized ones in many product categories. But a case study of STAR in Asian satellite television and a theoretical model based on the case suggestthat the global standardization hypothesis has less momentum behind it than is often supposed to be the case.