International product adaptation and performance: A systematic analysis of the literature and agenda for future research
(2024)
Journal Article
Tsougkou, E., Cadogan, J. W., Boso, N., Hodgkinson, I. R., Oliveira, J. S., Laukkanen, T., Yazdani, N., & Story, V. M. (2025). International product adaptation and performance: A systematic analysis of the literature and agenda for future research. Journal of World Business, 60(1), Article 101597. https://doi.org/10.1016/j.jwb.2024.101597
There is a lack of consensus on what the international product adaptation (IPA) concept involves, and only a partial understanding of its outcomes. Our analysis of the IPA-performance link uncovers, for the first time, the multidimensional nature of... Read More about International product adaptation and performance: A systematic analysis of the literature and agenda for future research.