Titlebook: Contingency Factors of Marketing-Mix Standardization; German Consumer Good Roxana Codita Book 2011 Gabler Verlag | Springer Fachmedien Wies

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Introduction,by catering to the diversity of local tastes, beliefs, preferences etc. The first implies a standardized marketing strategy, with global products and a global marketing-mix, the second involves adapting both products and the marketing-mix to the local reality.

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Conceptual Framework,ets, their conceptual status in relation to each other as well as, based on previous theoretical and empirical works, to develop hypotheses to be tested on empirical grounds. In Chapter 3.1, the marketing-mix elements are introduced conceptually from an international marketing standardization perspe

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Testing the Contingency Model of Marketing-Mix Standardization and Its Performance Outcomes,d operationalization of the PCS construct, in this chapter the author proceeds to testing the contingency model of marketing-mix standardization developed in Chapter 3. At the same time, the validity of the newly developed PCS scale is to be tested within the proposed contingency model.

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Discussion, standardization in CEE (Chapter 6.1); determinants of marketing-mix standardization in CEE (Chapter 6.2); the .scale: outcome and outlook (Chapter 6.3); performance outcomes of marketing-mix standardization in CEE (Chapter 6.4). The empirical findings are based on a sample of 132 German consumer go

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https://doi.org/10.1007/978-3-8349-6169-3Construct Conceptualization and Operationalization; Formative Measurement; Industrial Organization The

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978-3-8349-2596-1Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011

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