1-26. The marketing director for a manufacturer of automobile tires has been asked to integrate the companys...

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1-26. The marketing director for a manufacturer of automobile tires has been asked to integrate the company’s global marketing program. Should the director use a standardization or adaptation approach? How could the company be certain that its marketing program will effectively be integrated among the different countries in which it sells tires?

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Shubhradeep Maity

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