Contingency Factors of Marketing-Mix Standardization
Codita, Roxana.
Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe / [recurso electrónico] : by Roxana Codita. - XXII, 312p. 52 illus. online resource.
This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed. The newly developed measure exhibits satisfactory levels of reliability, face, convergent and discriminant validity, while further research is required to establish the construct’s nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.
9783834961693
Economics.
Industrial management.
Economics/Management Science.
Management/Business for Professionals.
HD28-70
650
Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe / [recurso electrónico] : by Roxana Codita. - XXII, 312p. 52 illus. online resource.
This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed. The newly developed measure exhibits satisfactory levels of reliability, face, convergent and discriminant validity, while further research is required to establish the construct’s nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.
9783834961693
Economics.
Industrial management.
Economics/Management Science.
Management/Business for Professionals.
HD28-70
650
