Global vs. local products
Subtitle: a case study and a model
By: Pankaj Ghemawat
Contributors: Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 02-059; Working paper (Harvard Business School. Division of Research) -- 02-059
Publisher: Division of Research, Harvard Business School
Published: 2002
Place of publication: Boston
Language: eng
Number of pages: 32
Description: 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.
Notes: Includes bibliographical references.