Contingency Factors of Marketing-Mix Standardization [electronic resource] : German Consumer Goods Companies in Central and Eastern Europe /
Codita, Roxana.author.
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.
Description based upon print version of record.
FOREWORD; ACKNOWLEDGEMENTS; CONTENTS; LIST OF FIGURES AND TABLES; FIGURES; TABLES; LIST OF APPENDIX ILLUSTRATIONS; LIST OF ABBREVIATIONS; 1 Introduction; 1.1 Relevance of the Research Topic; 1.1.1 Theoretical Relevance; 1.1.2 Practical Relevance; 1.2 Research Objectives and Questions; 1.3 Research Design; 1.4 Thesis Structure; 2 International Marketing Standardization: A Literature Review; 2.1 Circumscribing the Field of Study; 2.1.1 International Marketing from a Definitional Perspective; 2.1.2 International Marketing from a Paradigmatic Perspective
2.1.3 International Marketing from a Research PerspectiveLiterature Reviews; Principal Streams of Research; A Theoretical and Methodological Evaluation of IM Literature; 2.2 The Standardization versus Adaptation Debate; 2.2.1 Standardization School of Thought; 2.2.2 Adaptation School of Thought; 2.2.3 Contingency School of Thought; 2.2.4 The Standardization versus Adaptation Debate from a Central and Eastern European Perspective; 2.2.5 Theoretical Bases of the Contingency Approach of Marketing-Mix Standardization; Contingency Theory
Industrial Organization Theory, Structure-Conduct-Performance Paradigm and Strategic FitResource-Based View; Bounded Rationality; 2.2.6 An Integrative Review of the Marketing Standardization vs. Adaptation Debate; 3 Conceptual Framework; 3.1 Standardization of Marketing-Mix Elements; 3.1.1 Product; 3.1.2 Promotion; 3.1.3 Pricing; 3.1.4 Distribution; 3.2 Contingency Factors of Standardization; 3.2.1 Macro-Environmental Factors; Natural Environment; Economic Environment; Political-Legal Environment; Socio-Cultural Environment; 3.2.2 Micro-Environmental Factors; Consumer Characteristics
Country-of-Origin EffectBrand Familiarity; Marketing Infrastructure; Competitive Environment; 3.2.3 Product Related Factors; Nature of Product; Product's Standardization Potential; Product Life Cycle Stage; Product Cultural Specificity; 3.2.4 Organizational Factors; 3.3 Performance Implications of Marketing-Mix Standardization; 4 Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct; 4.1 Scale Development Methodology; 4.1.1 General Considerations; 4.1.2 Formative versus Reflective Measures; 4.1.3 Measurement Quality
4.1.4 Criteria for Evaluating a Scale's Psychometric PropertiesFirst Generation Criteria; Second Generation Criteria; 4.2 The Scale Development Process of the Product Cultural Specificity Construct; 4.2.1 Defining the Construct's Domain; 4.2.2 Identifying Potential Indicators of Product Cultural Specificity in the Literature; 4.2.3 Identifying Potential Indicators of PCS through Explorative Studies; Expert Interviews; Focus Groups; 4.2.4 Initial Item Pool; 4.2.5 Judging Items for Content and Face Validity; 4.2.6 Conducting a Pre-Test for Initial Development and Validation of the PCS Scale
Data Collection and Sampling Frame
Includes bibliographical references and index.
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.
Marketing.
Management.
Marketing.
Management.