Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe

  • Authors
  • Roxana Codita

Table of contents

  1. Front Matter
    Pages I-XXII
  2. Roxana Codita
    Pages 1-11
  3. Roxana Codita
    Pages 39-93
  4. Roxana Codita
    Pages 207-225
  5. Roxana Codita
    Pages 226-231
  6. Back Matter
    Pages 233-312

About this book

Introduction

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.

Keywords

Construct Conceptualization and Operationalization Formative Measurement Industrial Organization Theory Resource-Based View Wirtschaftswissenschaft

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8349-6169-3
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-2596-1
  • Online ISBN 978-3-8349-6169-3
  • About this book