Question: 2. The basic decision, within the framework of the internationalisation of a company, entails the choice between standardisation and adaptation. The standardised marketing (the strategic

2. The basic decision, within the framework of the internationalisation of a company, entails the choice between standardisation and adaptation. The standardised marketing (the strategic attributes of the retail format hard discount) has been an important key characteristic of Aldi’s internationȬ

alisation in the past. Discuss in which countries there has recently been a deviation from this process and indicate possible reasons. Can you detect longȬterm trends?

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