International Marketing in an Enlarged European Union: Some sights into Cultural Heterogeneity in Central Europe

Heather Skinner, Krzysztof Kubacki, Gloria Moss, David Chelly

    Allbwn ymchwil: Cyfraniad at gyfnodolynErthygladolygiad gan gymheiriaid

    5 Wedi eu Llwytho i Lawr (Pure)

    Crynodeb

    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.
    Iaith wreiddiolSaesneg
    Tudalennau (o-i)193 - 215
    Nifer y tudalennau22
    CyfnodolynJournal of East European Management Studies
    Cyfrol13
    Rhif cyhoeddi3
    StatwsCyhoeddwyd - 1 Ion 2008

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