Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe
With a foreword by Prof. Dr. Frank-Martin Belz
ISBN: 978-3-8349-2596-1
Verlag: Gabler Verlag

Buch, Englisch, 312 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 488 g

Reihe: Applied Marketing Science / Angewandte Marketingforschung

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.

Zielgruppe

Research

Autoren/Hrsg.

Codita, Roxana

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Marketing-Mix Standardization in Central and Eastern Europe, its Contingency Factors and Performance Implications; Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct; PLS Path Analysis

Über Autor(innen)

Dr. Roxana Codita wrote her dissertation under the supervision of Univ.- Prof. Dr. Frank-Martin Belz at the Chair of Brewery and Food Industry Management, Technische Universität München, where she continues to work as a researcher.