International marketing in an enlarged European Union: some insights into cultural heterogeneity in Central Europe

Skinner, Heather, Kubacki, K., Moss, Gloria and Chelly, D (2008) International marketing in an enlarged European Union: some insights into cultural heterogeneity in Central Europe. Journal for East European Management Studies, 13 (3). pp. 193-215. ISSN 0949-6181

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Abstract

We inhabit a global village in which international marketers are encouraged to think and act with both global and local interests in mind. The enlargement of the European Union (EU) in January 2007 has created a 27 member state EU with a population of nearly half a billion. The purpose of this article is therefore to examine the nature of these differences in so far as they impact on the segmentation decisions made by international marketers. This article examines the literature on culture, identity, and self-concept and presents empirical results showing the diversity of these concepts within three countries that are now full EU members - the Czech Republic, Hungary and Poland.

Item Type: Article
Divisions: ?? BucksNewUniversity ??
Depositing User: ULCC Admin
Date Deposited: 01 Jun 2012 08:31
Last Modified: 11 Dec 2017 19:20
URI: http://bucks.repository.guildhe.ac.uk/id/eprint/9898

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