“…Research on this topic has visibly increased in the last decade. Authors deal with market adaptation strategies regarding product localization or standardization of one product in different countries (Kopnina, 2007;Machin & Thornborrow, 2003;Machin & van Leeuwen, 2004), of several companies in a certain country (Chen, Fung, 2006;Weber, 2003), or of several companies in several countries (Chalaby, 2002(Chalaby, , 2005Moran, 2009;Oba, 2009;Shrikhande, 2004). Market entry strategies have remained an important topic in transnational media management research.…”