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Abstract

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.

Keywords

Contingency Factor Entry Mode Competition Intensity Distribution Standardization Consumer Characteristic 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Roxana Codita

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