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2) Jain, Subhash C. (1989), "Standardization of International Marketing Strategy: Some Research Hypotheses," Journal of Marketing, 53 (January), 70-79.

3) Jain, Subhash C., opt. cit., p. 70-79

4) Schnaars, Steven P., (1991), Marketing Strategy: A Customer-Driven Approach. New York: The Free Press, 172-73.

5) Schnaars, Steven P., opt. cit., pp. 172-173

6) ibid., p. 173

7) Lynch, Mitchell (1984), "Harvard's Levitt Called Global Marketing Guru," Advertising Age, (June).

8) Levitt, Theodore (1983), "The Globalization of Markets," Harvard Business Review, (May/June), 92-102.

9) Van Mesdag, Martin (1987), "Winning It in Foreign Markets," Harvard Business Review, (January/February), 71-74.

10) Hamel, Gary and C. K. Prahalad (1985), "Do You Really Have a Global Strategy?" Harvard Business Review, (July/August), 139-148.

11) Schnaars, Steven P., opt. cit., pp. 173-174

12) Buzzell, Robert D. (1968), "can You Standardized Multinational Marketing?" Harvard Business Review, (November/December), 102-113.

13) Jain, Subhash C. (1989), "Standardization of International Marketing Strategy: Some Research Hypotheses," Journal of Marketing, 53 (January), 70-79.Killough, James (1982), "Improved payoffs from transnational advertising," Harvard Business Review, (July/August), 102-110.Sorenson, Ralph Z. and Ulrich E. Wiechmann (1975), "How Multinationals View marketing Standardization," Harvard Business Review, 53 (May/June), 38.

14) Schnaars, Steven P., opt. cit., p. 179

15) Sheth, Jagdish (1986), "Global Markets or Global Competition," Journal of Consumer Marketing, (Spring), 9-11.

16) Quelch, John A. and Edward J. Hoff, (1986), "Customizing Global Marketing," Harvard Business Review, (May/June), 59-68.

17) Wind, Yoram (1986), "The Myth of Globalization," Journal of Consumer Marketing, (Spring), 23-26.

18) Sorenson, R., and U. Weichman (9175) "How Multinationals View Standardization," Harvard Business Review, (May/June), 38-50.

19) Schnaars, Steven P., opt. cit., p. 181

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21) Schnaars, Steven P., opt. cit., p. 183

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38) Jain, Subhash C., opt. cit., pp. 70-79

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41) Onkvisit, Sak and John J. Shaw, opt. cit., pp. 43-55

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51) Onkvisit, Sak and John J. Shaw, opt. cit., pp.43-55

52) ibid., pp. 43-55

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54) Jeannet and Hennessey, opt. cit., p. 495

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56) Keegan, Warren J. (0000), Global Marketing Management, 4th ed., New York: Prentice-Hall, p.432.

57) International Marketing, ch.12. p.535

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60) Keegan, Warren J. (0000), Global Marketing Management, 4th ed., New york: Prentice-Hall, ch.14.

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70) Jeannet and Hennessey (1988), International Marketing Management: Strategic amd Cases, Boston, Mat.: Houghton Mufflin Company, p.375.

71) Jeannet and Hennessey, opt. cit., p. 376

72) ibid., p. 377

73) ibid., p. 378

74) El-Ansary, Adel I. (1986), "How Better Systems Could Feed the World," International Marketing Review, (Spring), 39-49.

75) Jain, Subhash C., opt. cit.,

76) Multinational Marketing Management, p.459

77) Bartlett, Christopher A. and Sumantra Ghosual (1992), Transnational Management, Homewood Illinois: Richard D. Irwin Inc. p.521.

78) Multinational Marketing Management

79) Quelch, John A., and Edward J. Hoff (1986), "Customizing global Marketing," Harvard Business Review, (May/June), 59-68.

80) Bartel, Robert (1968), "Are Domestic and International Marketing Dissimilar?" Journal of Marketing, 32 (July), 56-61.

81) Keegan, Warren J. (1971), "Multinational Marketing: The Headquarters Role," Columbia Journal of World Business, (January/February), 85-90.

82) Aylmer, R. J. (1970), "Who Makes Marketing Decision in the Multinational Firm?" Journal of Marketing, 34 (October), 25-30

83) Hout, Thomas, Michael E. Porter, and Eileen Rudden, (1982), "How Global Companies Win Out," Harvard Business Review, (September/October), 98-108.

84) Multinational Marketing Management

85) Quelch, John A., and Edward J. Hoff, opt. cit., pp. 59-68