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Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe

  • Book
  • © 2011

Overview

Authors:
  1. Roxana Codita
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Table of contents (7 chapters)

  1. Front Matter

    Pages I-XXII
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  2. Introduction

    • Roxana Codita
    Pages 1-11

  3. International Marketing Standardization: A Literature Review

    • Roxana Codita
    Pages 12-38

  4. Conceptual Framework

    • Roxana Codita
    Pages 39-93

  5. Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct

    • Roxana Codita
    Pages 94-135

  6. Testing the Contingency Model of Marketing-Mix Standardization and Its Performance Outcomes

    • Roxana Codita
    Pages 136-206

  7. Discussion

    • Roxana Codita
    Pages 207-225

  8. Implications, Limitations and Future Research

    • Roxana Codita
    Pages 226-231

  9. Back Matter

    Pages 233-312
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Keywords

About this book

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.

About the author

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.

Bibliographic Information

  • Book Title: Contingency Factors of Marketing-Mix Standardization

  • Book Subtitle: German Consumer Goods Companies in Central and Eastern Europe

  • Authors: Roxana Codita

  • Series Title: Applied Marketing Science / Angewandte Marketingforschung

  • DOI: https://doi.org/10.1007/978-3-8349-6169-3

  • Publisher: Gabler Verlag Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011

  • Softcover ISBN: 978-3-8349-2596-1Published: 09 December 2010

  • eBook ISBN: 978-3-8349-6169-3Published: 07 February 2011

  • Series ISSN: 2627-1982

  • Series E-ISSN: 2627-2008

  • Edition Number: 1

  • Number of Pages: XXII, 312

  • Number of Illustrations: 52 b/w illustrations

  • Topics: Marketing, Management

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