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.
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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Codita, R. (2011). Discussion. In: Contingency Factors of Marketing-Mix Standardization. Gabler. https://doi.org/10.1007/978-3-8349-6169-3_6
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DOI: https://doi.org/10.1007/978-3-8349-6169-3_6
Publisher Name: Gabler
Print ISBN: 978-3-8349-2596-1
Online ISBN: 978-3-8349-6169-3
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