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According to Nasir and Altinbasak, there is a need for a comprehensive framework which covers all the relevant factors that should be taken into consideration by international companies on whether to standardize or adapt various elements of the marketing mix. Tabatoni and Barblan write that understanding the interaction between actors and strategies is at the core of any managerial process. Asher and Gale distinguish strategic risks from the financial and operational risks that are required to absorb normal business fluctuations in income. (pp. 150–154)

ANCA ATANASE
Academy of Economic Studies, Bucharest
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