“…The extent to which marketing activities and branding are standardised across international operations Pine and Qi, 2004;Johnson and Vanetti, 2005;Whitla et al, 2007 Strategy The extent to which competition influences strategic decisions Davies, 1999;Pine and Qi, 2004;Espino-Rodríguez and Padrón-Robaina, 2005;Whitla et al, 2007 Source: Adapted from Yip (1992).…”