This work is a quantitative research study exploring the marketing-mix standardization issue in a sample of German consumer goods companies, active in the Central and Eastern European countries, members of the European Union. Findings reveal a high degree of marketing-mix standardization. The relevance and influence of contingency factors varies across the individual marketing-mix elements, with marketing infrastructure and consumer characteristics being the main determinants of promotion and distribution, respectively product and pricing. A positive relationship between performance and product, promotion and distribution standardization could be established. A newly developed scale of product cultural specificity exhibited satisfactory levels of reliability, face, convergent and discriminant validity. Further evidence is required to establish the construct’s nomological validity.
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This work is a quantitative research study exploring the marketing-mix standardization issue in a sample of German consumer goods companies, active in the Central and Eastern European countries, members of the European Union. Findings reveal a high degree of marketing-mix standardization. The relevance and influence of contingency factors varies across the individual marketing-mix elements, with marketing infrastructure and consumer characteristics being the main determinants of promotion and di...
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