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What is Global Marketing Strategy in CEE about?

This document discusses global standardization as a strategy for marketing in Central and Eastern Europe. It begins by noting that existing literature does not present a clear picture on this issue, as conceptual writings often suggest a differentiated approach while empirical studies observe a high degree of marketing program standardization. The document then examines the arguments for marketing program standardization based on case studies of Western companies operating in Central and Eastern Europe. It

Author

kyntha

Language

EN