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7225961 
Journal Article 
Standardization and Adaptation of International Marketing Mix Activities: A Case Study 
Akgun, AliE; Keskin, H; Ayar, H; , 
2014 
ELSEVIER SCIENCE BV 
AMSTERDAM 
609-618 
WOS:000346089700064 
Despite increasing importance of international marketing for firms to survive and continue to prosper as well as increase their profitability in a rapidly changing environment, researchers pay more attention to domestic knowledge issues rather than international marketing. However; several factors (i.e. economies of scale, competitive strike, government incentives etc.) lead firms to international markets. In this context, all marketing activities in domestic level are undergoing a transformation to become international. Such that, the concept of marketing mix has become one of the key focus areas in international marketing research, practice and thought. In this study, we examined international marketing mix activities by conducting a descriptive holistic case study. We found three main findings. First, price and place elements of marketing mix are the most adapted elements. Second, while the product concept, colour and packet in product mix are adapted, the label and brand name are standardized. Third, promotion element of marketing mix is the most standardized element. (C) 2014 The Authors. Published by Elsevier Ltd. 
Ozsahin, M; 
10th International Strategic Management Conference 
Rome, ITALY