Contingency Factors of Marketing-Mix Standardization

This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.

Marketing-Mix Standardization in Central and Eastern Europe, its Contingency Factors and Performance Implications; Empirical Conceptualization and Operationalization of the Product Cultural Specificity Construct; PLS Path Analysis

Dr. Roxana Codita wrote her dissertation under the supervision of Univ.- Prof. Dr. Frank-Martin Belz at the Chair of Brewery and Food Industry Management, Technische Universität München, where she continues to work as a researcher.