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

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  • Heather Skinner
  • Krzysztof Kubacki
  • Gloria Moss
  • David Chelly
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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.

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    Bibliographic 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;

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