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

American marketing in the European Union standardization′s uneven progress (1973‐1993) This 1993 update of previous 1973 and 1983 surveys of US marketing policies in the now renamed and reshaped Economic Union reveals that the obstacles to standardization remain high, and that it has broadly, if not uniformly, decreased since 1983 – opposite to the trend between 1973 and 1983. Moreover, more marketing decisions by US firms are now made at the European level. Theoretical and managerial implications are drawn from these findings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

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

European Journal of Marketing , Volume 29 (12): 20 – Dec 1, 1995

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References (31)

Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569510102513
Publisher site
See Article on Publisher Site

Abstract

This 1993 update of previous 1973 and 1983 surveys of US marketing policies in the now renamed and reshaped Economic Union reveals that the obstacles to standardization remain high, and that it has broadly, if not uniformly, decreased since 1983 – opposite to the trend between 1973 and 1983. Moreover, more marketing decisions by US firms are now made at the European level. Theoretical and managerial implications are drawn from these findings.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1995

Keywords: Decision making; European Union; Marketing mix; Multinationals; USA

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