Assignment task:
Topic: Marketing mix elements adaptation vs standardisation
- Product
- Price
- Promotion
- Place (distribution)
The purpose of the article: what research question is it answering?
Methodology: example, interviews, surveys, ethnography, sample, the place or the country where the research was conducted, etc.
Findings
Advantages, including its value, the uniqueness of the paper, what contribution has the article made to the international marketing (IM) literature, what new knowledge has it brought to IM practitioners.
Disadvantages: what are the limitations of the article, what should future research do in order to give better knowledge to IM researchers and / or practitioners.