Global Marketing Standardisation Versus Adaptation: What Can We Learn from Marketing Strategies for CEE?

• Autorzy: Arnold Schuh
• Języki publikacji: EN

Abstrakty

EN

The debate on global marketing standardisation has now been going on for more than 40 years and clear insights are still missing. Extant empirical research is too fragmented to offer answers that go beyond the classic contingency statement "it all depends" (Theodosiou, Leonidou, 2003). Given their decades long isolation, CEE markets provide a good test ground for the implementation of international marketing concepts. After the fall of the Iron Curtain foreign firms entered the region and flooded the markets with their products and introduced Western marketing practices. While the reason for entering those markets, namely primarily the huge growth potential, was clearly understood, finding the adequate marketing strategy was more difficult. What is the right marketing approach when faced with markets that had been untouched by the modern Western marketing and consumer culture? Following the classic international marketing theory, a localised approach would have been more adequate given the big differential in purchasing power and market development. However, the ongoing convergence of international consumption patterns and the trend among multinational corporations towards the implementation of global strategies deliver strong arguments for a more standardised approach in CEE. The purpose of this paper is to discuss the global marketing standardisation issue in the context of consumer goods markets in CEE and to provide an explanation why multinational firms favour the globalisation approach in this region. (fragment of text)

Słowa kluczowe

EN

Global marketing; Global market; Standardization; Consumer goods; International marketing strategies

PL

Marketing globalny; Rynek globalny; Standaryzacja; Dobra konsumpcyjne; Międzynarodowe strategie marketingowe

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2009
• Tom: International Marketing and Business in the CEE Markets
• Strony: 176--194

Twórcy

autor

Arnold Schuh

• Vienna University of Economics and Business, Austria

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