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On the middle of the road: from adaptation towards standardization
( ROSS-H NCTIONAL I NTF.G R A Tl ON
^ lyTŁGR. i TED I
On the middle of the road: from adaptation towards standardization
• International marketing: looks for differences and uses the principle of adaptation to meet requirements of local customers
• Integrated global marketing: looks for similarities and tries to find the effective model satisfying the majority of customers
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