Product Adaptation for Rural Markets: A Social Relations Approach: An Abstract

Autor: Teidor Lyngdoh, Vaibhav Chawla, G. Sridhar
Rok vydání: 2020
Předmět:
Zdroj: Enlightened Marketing in Challenging Times ISBN: 9783030425449
DOI: 10.1007/978-3-030-42545-6_70
Popis: Starting from a ‘dichotomous’ view i.e. to adapt or standardize in the early 1960s, the debate ended up as a consensus on a ‘continuum’ view in the late 1980s (Jain 1989) and continues to be the preferred approach (Hollender et al. 2017; Lages et al. 2008) even now. Such continuum perspective is based the contingent action required by the marketer after considering the differences in the determinants including market conditions.
Databáze: OpenAIRE