Comparison of the Level of Marketing Activity Internationalization in Polish Branches of Multinational Corporations and Their Domestic Competitors

The purpose of this paper is to compare the level of marketing strategy internationalization among Polish companies and transnational corporations operating on the Polish market. The basis for this comparison are the results of direct research conducted in the period between lune 2002 and May 2003. The research results indicate considerable differences as far as entry modes, factors stimulating internationalization and the level of standardization are concerned, however the most important environmental factor requiring adaptation of marketing strategy is very much alike - the preferences of the customer.Zadanie pt. „Digitalizacja i udostępnienie w Cyfrowym Repozytorium Uniwersytetu Łódzkiego kolekcji czasopism naukowych wydawanych przez Uniwersytet Łódzki” nr 885/P-DUN/2014 zostało dofinansowane ze środków MNiSW w ramach działalności upowszechniającej nauk