Warianty tytułu
Significance of International Consumers Innovativeness for Creating Marketing Strategies on Foreign Markets
Języki publikacji
Abstrakty
Głównym celem artykułu jest przegląd literatury prezentującej wyniki badań prowadzonych w zakresie zależności stopnia innowacyjności konsumentów międzynarodowych od różnorodnych czynników oraz przedstawienie rezultatów badań w odniesieniu do stopnia innowacyjności młodych konsumentów w ośmiu krajach europejskich. (fragment tekstu)
Researches, exploring European young consumers' attitude for innovative products, indicate their similar features even though they are determined by different cultural zones. Young Europeans are the segment of consumers characterized by (for the most part) similar behaviors, presenting the adequate group for using in many fields standardization or semi-standardization (adaptation in case of existing differences) strategy. What’s more, they can represent consumers whose buying decisions and consumer behaviors are mostly „free" from cultural differences (which though exist and were distinguished in case of certain cultural dimensions). (original abstract)
Rocznik
Numer
Strony
134--148
Opis fizyczny
Twórcy
- Uniwersytet Ekonomiczny w Poznaniu
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171198645