Details
| Original language | English |
|---|---|
| Title of host publication | Marketing and Consumer Behavior |
| Subtitle of host publication | Concepts, Methodologies, Tools, and Applications |
| Pages | 133-153 |
| Number of pages | 21 |
| ISBN (electronic) | 9781466673595 |
| Publication status | Published - 1 Jan 2014 |
Abstract
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as –glocalization, — the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing.
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- General Business,Management and Accounting
Sustainable Development Goals
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Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications. 2014. p. 133-153.
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Consumer culture
T2 - Literature review
AU - Wiedmann, Klaus Peter
AU - Hennigs, Nadine
AU - Behrens, Stefan
AU - Santos, Carmen R.
AU - Pertejo, Ana R.
AU - Kuster, Inés
AU - Ganassali, Stéphane
AU - Moscarola, Jean
AU - Dalli, Daniele
AU - Laaksonen, Pirjo
AU - Turley, Darach
AU - Kenyon, Alexandra
AU - Corciolani, Matteo
PY - 2014/1/1
Y1 - 2014/1/1
N2 - The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as –glocalization, — the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing.
AB - The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as –glocalization, — the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing.
UR - http://www.scopus.com/inward/record.url?scp=84961522674&partnerID=8YFLogxK
U2 - 10.4018/978-1-4666-7357-1_ch007
DO - 10.4018/978-1-4666-7357-1_ch007
M3 - Contribution to book/anthology
AN - SCOPUS:84961522674
SN - 9781466673588
SP - 133
EP - 153
BT - Marketing and Consumer Behavior
ER -