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A majority view among international marketers is that each national is unique and thus each must be treated as a separate and independent operation. A growing number of international marketers however, are finding that by standardizing various elements of their marketing strategy across national borders, cost savings and /or increased revenues to be realized can yield greater profits. The second and major part of the paper examines the opportunities for and potential benefits of standardization of product, packaging, advertising and pricing.
The prevailing view of MNCs is that marketing strategy is a local problem which differs from country to country...
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