In this chapter, the study’s main findings will be discussed in light of previous research. Four main areas will be addressed: degree of marketing-mix standardization in CEE (Chapter 6.1); determinants of marketing-mix standardization in CEE (Chapter 6.2); the product cultural specificity scale: outcome and outlook (Chapter 6.3); performance outcomes of marketing-mix standardization in CEE (Chapter 6.4). The empirical findings are based on a sample of 132 German consumer goods companies, which market their products in at least one of ten EU member states from CEE.
KeywordsContingency Factor Entry Mode Competition Intensity Distribution Standardization Consumer Characteristic
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