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Contingency Factors of Marketing-Mix Standardization

German Consumer Goods Companies in Central and Eastern Europe

Roxana Codita (Autor)

Buch | Softcover

XXII, 312 Seiten

2010
Betriebswirtschaftlicher Verlag Gabler
9783834925961 (ISBN)

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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.

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.

"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"

Erscheint lt. Verlag	9.12.2010
Reihe/Serie	Applied Marketing Science / Angewandte Marketingforschung
Zusatzinfo	XXII, 312 p. 52 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	490 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	Construct Conceptualization and Operationalization • Europa; Wirtschaft • Formative Measurement • Industrial Organization Theory • Marketing-Mix • Resource-based View • Wirtschaftswissenschaft
ISBN-13	9783834925961 / 9783834925961
Zustand	Neuware