Global vs. local products
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.
Ediciones (1)
- Global vs. local products (2002)
Division of Research, Harvard Business School · inglés
