Contingency Factors of Marketing-Mix Standardization German Consumer Goods Companies in Central and Eastern Europe /

• Main Author: Codita, Roxana (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2011.
• Subjects: Business.; Marketing.; Management.; Business and Management.

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, fac...