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

Author

Listed:
  • 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.

Suggested Citation

  • Heather Skinner & Krzysztof Kubacki & Gloria Moss & David Chelly, 2008. "International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 13(3), pages 193-215.
  • Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2008_03_skinner
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    More about this item

    Keywords

    International marketing; segmentation; EU enlargement; identity;

    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; Personnel Economics - - Business Administration - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • P31 - Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions

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