Global Standardization as a Success Formula for Marketing in Central Eastern Europe?

Schuh, Arnold
July 2000
Journal of World Business;Summer2000, Vol. 35 Issue 2, p133
Academic Journal
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.


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