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| Tekijä: | Chung, H.F.L. |
| Otsikko: | An investigation of crossmarket standardisation strategies: Experiences in the European Union |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:11-12, p. 1345-1371 |
| Asiasana: | marketing standards markets companies Asia European Union |
| Kieli: | eng |
| Tiivistelmä: | This study aims to examine issues related to the crossmarket standardization strategy (here as: s-str./s-strs.), i.e. whether a standardized marketing (here as: m-ting) programme and process can be used across the country markets (here as: c-mkts.) in the European Union (EU). This study examines the m-ting s-strs. selection process of 66 New Zealand firms concurrently operating in EU markets. In total, these firms were operating in 13 different EU c-mkts. The outcomes of this study suggest that, although a complete similarity in the m-ting environment is not likely to occur in the EU, it is possible for firms to locate a group of c-mkts. sharing similar m-ting characteristics in the EU region. |
SCIMA