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Research papers

Coordinating globality and peculiarity

This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Charo Valencia, Paloma Fontcuberta, Maria Moro
June 15, 1999