2022
DOI: 10.1504/ijbe.2022.10051621
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Enablers of international product customisation strategy - a Swedish case

Abstract: The aim of this study is to understand what factors influence companies to customise products international customers and markets. A qualitative case study with semi-structured interviews was conducted at one multinational corporation to gain insights into its product customisation strategy. The findings demonstrate how internationalisation can impact product customisation and identify four factors in the customisation process: culture, internationalisation, knowledge transfer, and product strategy. Tailored m… Show more

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