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Global standardization as a success formula for marketing in Central Eastern Europe?

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  • Schuh, Arnold

Abstract

Existing literature does not present a clear picture of international marketing standardization in Central Eastern Europe. Although a more customized approach seems plausible and is often recommended, empirical evidence shows the contrary. This paper examines the arguments for marketing program standardization on the basis of case studies conducted with Western companies operating in Central Eastern Europe and finds that the globalization philosophy is leading to a new interpretation of this issue.

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  • Schuh, Arnold, 2000. "Global standardization as a success formula for marketing in Central Eastern Europe?," Journal of World Business, Elsevier, vol. 35(2), pages 133-148, July.
    • Handle: RePEc:eee:worbus:v:35:y:2000:i:2:p:133-148
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    Cited by:

    1. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
    2. Filipovic, Jelena, 2023. "Television food ads aimed at children in South-Eastern Europe: Cultural outlook and implications," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Mariusz Sagan, 2016. "Marketing Program Standardization: The Experience of TNCs in Poland," Eurasian Journal of Business and Management, Eurasian Publications, vol. 4(1), pages 23-31.
    4. Zubcevic, Nives & Luxton, Sandra, 2011. "A comparison of print advertisements from Australia and Croatia," Australasian marketing journal, Elsevier, vol. 19(2), pages 131-136.
    5. Busnaina, Izzudin & Woodall, Tony, 2015. "Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy," International Business Review, Elsevier, vol. 24(5), pages 781-797.
    6. Zhu, Hong & Xia, Jun & Makino, Shige, 2015. "How do high-technology firms create value in international M&A? Integration, autonomy and cross-border contingencies," Journal of World Business, Elsevier, vol. 50(4), pages 718-728.
    7. Navarro, Antonio & Losada, Fernando & Ruzo, Emilio & Díez, José A., 2010. "Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance," Journal of World Business, Elsevier, vol. 45(1), pages 49-58, January.
    8. Som Sekhar Bhattacharyya & Andrejs Cˇ irjevskis & Tatjana Põlajeva, 2018. "International Business in Transitional and Emerging Economies: A Perspective of Latvia, Lithuania and Estonia with India," South Asian Journal of Business and Management Cases, , vol. 7(2), pages 144-155, December.
    9. Klaus E. Meyer & Enese Lieb‐Dóczy, 2003. "Post‐Acquisition Restructuring as Evolutionary Process," Journal of Management Studies, Wiley Blackwell, vol. 40(2), pages 459-482, March.
    10. Chung, Henry F.L. & Rose, Ellen & Huang, Pei-how, 2012. "Linking international adaptation strategy, immigrant effect, and performance: The case of home–host and cross-market scenario," International Business Review, Elsevier, vol. 21(1), pages 40-58.

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