Contingency Factors of Marketing-Mix Standardization
German Consumer Goods Companies in Central and Eastern Europe
1st Edition
Published on 7. February 2011
XXII, 312 pages
978-3-8349-6169-3 (ISBN)
Description
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, face, convergent and discriminant validity, while further research is required to establish the construct's nomological validity. Findings reveal that German consumer goods companies adopt a high degree of marketing-mix standardization in Central and Eastern Europe, with product and promotion being the most standardized elements.
More details
Series
Language
English
Place of publication
Wiesbaden
Germany
Publishing group
Betriebswirtschaftlicher Verlag Gabler
Target group
Professional and scholarly
Illustrations
XXII, 312 p. 52 illus.
File size
2,43 MB
ISBN-13
978-3-8349-6169-3 (9783834961693)
DOI
10.1007/978-3-8349-6169-3
Schweitzer Classification
Other editions
Additional editions
Roxana Codita
Contingency Factors of Marketing-Mix Standardization
German Consumer Goods Companies in Central and Eastern Europe
Book
12/2010
1st Edition
Springer Gabler
€53.49
Shipment within 7-9 days
Person
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.
Content
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
