Global standardization as a success formula for marketing in Central Eastern Europe?
Existing literature does not present a clear picture of international marketing standardization in Central Eastern Europe. Although a more customized approach seems plausible and is often recommended, empirical evidence shows the contrary. This paper examines the arguments for marketing program standardization on the basis of case studies conducted with Western companies operating in Central Eastern Europe and finds that the globalization philosophy is leading to a new interpretation of this issue.
Year of publication: |
2000
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---|---|
Authors: | Schuh, Arnold |
Published in: |
Journal of World Business. - Elsevier, ISSN 1090-9516. - Vol. 35.2000, 2, p. 133-148
|
Publisher: |
Elsevier |
Saved in:
Online Resource
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