IS STANDARDISATION OF MARKETING FEASIBLE IN CULTURE‐BOUND INDUSTRIES? A EUROPEAN CASE STUDY
Abstract
Global marketing is based on cross‐cultural similarities instead of cross‐cultural differences. For a company encountering markets with similar cultural values it is easy to standardise the marketing program. Typically, however, most markets have different cultural values. The global marketer therefore has to decide how to coordinate its marketing program in the best way possible. This case study shows how a global retailer has coordinated its marketing program in an industry which has resisted the forces of globalisation more than most other industries.
Citation
Martenson, R. (1987), "IS STANDARDISATION OF MARKETING FEASIBLE IN CULTURE‐BOUND INDUSTRIES? A EUROPEAN CASE STUDY", International Marketing Review, Vol. 4 No. 3, pp. 7-17. https://doi.org/10.1108/eb008332
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited