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

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Author Info
Heather Skinner
Krzysztof Kubacki
Gloria Moss
David Chelly
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.

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Publisher Info
Article provided by Rainer Hampp Verlag in its journal Journal for East European Management Studies.

Volume (Year): 13 (2008)
Issue (Month): 3 ()
Pages: 193 - 215
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Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2008_03_skinner

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Related research
Keywords: International marketing; segmentation; EU enlargement; identity;

Find related papers by JEL classification:
F10 - International Economics - - Trade - - - General
F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
M10 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - General
M20 - Business Administration and Business Economics; Marketing; Accounting - - Business Economics - - - General
P31 - Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions

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This page was last updated on 2009-12-16.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.