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| Author: | Roper, A. |
| Title: | Marketing standardisation: tour operators in the Nordic region |
| Journal: | European Journal of Marketing
2005 : VOL 39:5-6, p. 514-527 |
| Index terms: | Marketing Standards Tourism Case studies Nordic countries Scandinavia |
| Language: | eng |
| Abstract: | This paper aims to evaluate the marketing (hereafter as: m-ting.) decisions made by European tour operators. It seeks to assess the extent of m-ting. standardization/adaptation in the Nordic region and to identify the centric profiles of the sample firms in terms of m-ting. decision-making. A multiple case study approach was employed and the research design combined a range of empirical data gathered from regional headquarters and one subsidiary. The results indicate that the case study firms manage m-ting. regionally, at the same time, certain activities are adapted to local market and competitive conditions. It is clear that the "think regional-act local" philosophy or "cooperative centralization" is a challenge for tour operators. |
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