American marketing in the European Union: standardization′s uneven progress (1973‐1993)

Jean J. Boddewyn; Robert Grosse

doi:10.1108/03090569510102513

American marketing in the European Union: standardization′s uneven progress (1973‐1993)

Jean J. Boddewyn, Robert Grosse

Research output: Contribution to journal › Article › peer-review

71 Scopus citations

Abstract

This 1993 update of previous 1973 and 1983 surveys of US marketingpolicies in the now renamed and reshaped Economic Union reveals that theobstacles to standardization remain high, and that it has broadly, ifnot uniformly, decreased since 1983 – opposite to the trendbetween 1973 and 1983. Moreover, more marketing decisions by US firmsare now made at the European level. Theoretical and managerialimplications are drawn from these findings.

Original language	English (US)
Pages (from-to)	23-42
Number of pages	20
Journal	European Journal of Marketing
Volume	29
Issue number	12
DOIs	https://doi.org/10.1108/03090569510102513
State	Published - Dec 1995
Externally published	Yes

Keywords

Decision making
European Union
Marketing mix
Multinationals
USA

ASJC Scopus subject areas

Marketing

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10.1108/03090569510102513

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abstract = "This 1993 update of previous 1973 and 1983 surveys of US marketingpolicies in the now renamed and reshaped Economic Union reveals that theobstacles to standardization remain high, and that it has broadly, ifnot uniformly, decreased since 1983 – opposite to the trendbetween 1973 and 1983. Moreover, more marketing decisions by US firmsare now made at the European level. Theoretical and managerialimplications are drawn from these findings.",

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KW - Marketing mix

KW - Multinationals

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American marketing in the European Union: standardization′s uneven progress (1973‐1993)

Abstract

Keywords

ASJC Scopus subject areas

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