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By Roxana Codita

This learn addresses the marketing-mix standardization factor within the relevant and jap eu context. targeted attention is given to the build of product cultural specificity, for which a brand new degree is proposed. The newly built degree indicates passable degrees of reliability, face, convergent and discriminant validity, whereas extra examine is needed to set up the construct’s nomological validity. Findings show that German patron items businesses undertake a excessive measure of marketing-mix standardization in significant and jap Europe, with product and merchandising being the main standardized elements.

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Extra resources for Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe

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Finally, the advocates of the adaptation approach criticize the standardization approach as a “new kind of marketing myopia” or “oversimplification of reality” (Theodosiou and Leonidou, 2003, p. 142). 3 Contingency School of Thought The contingency perspective has evolved into a fruitful research avenue in the standardization literature. g. Baalbaki and Malhotra, 1993, p. 19; Jain, 1989, p. 71; Papavassiliou and Stathakopoulos, 1997, p. 505; Quelch and Hoff, 1986, p. 59; INTERNATIONAL MARKETING STANDARDIZATION: A LITERATURE REVIEW 27 Theodosiou and Leonidou, 2003, p.

544). Table 1: Selected Definitions of International Marketing in the Literature Authors Definition of IM Albaum and Peterson (1984, p. ” Bradley (2005, p. ” Czinkota and Ronkainen (2007, p. ” Onkvisit and Shaw “…the multinational process of planning and executing the conception, pricing, (2004, p. ” Sheth (2001, p. ” Terpstra and Sarathy “International marketing consists of finding and satisfying global customer (2000, p. ” Basically, authors using the concept of global marketing emphasize the coordination aspect of marketing activities across borders and the orientation towards global consumer needs.

26). Finally, the advocates of the adaptation approach criticize the standardization approach as a “new kind of marketing myopia” or “oversimplification of reality” (Theodosiou and Leonidou, 2003, p. 142). 3 Contingency School of Thought The contingency perspective has evolved into a fruitful research avenue in the standardization literature. g. Baalbaki and Malhotra, 1993, p. 19; Jain, 1989, p. 71; Papavassiliou and Stathakopoulos, 1997, p. 505; Quelch and Hoff, 1986, p. 59; INTERNATIONAL MARKETING STANDARDIZATION: A LITERATURE REVIEW 27 Theodosiou and Leonidou, 2003, p.

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