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Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication market
International Journal of Business Excellence
Adaptation versus standardization dilemma has been coined as a major issue within the international marketing literature for the past fifty years, and academic research has showed that the extreme positions were unbearable and that the virtue lied in a middle position between these two positions. This opened space for another stream of research devoted to analyze and discuss the level of control and autonomy that Multinational Enterprises (MNEs) should grant to their subsidiaries. In thisdoi:10.1504/ijbex.2019.10024245 fatcat:63sg5hr3gberbh7jr6hj7myy74