EAN: 9783631607824

MARKETING PROGRAMME AND PROCESS STANDARDISATION...

This study aims at contributing to the international marketing debate by investigating the
issue of standardisation based on the experiences of German firms operating in the US market.
The sample was chosen on the basis of research indicating that studies on German firms
operating in the US market are rare. Their experiences can provide useful insights as to how
companies in this large market can successfully operate. Therefore  the main objective of this
research is to examine the degree of marketing standardisation which the studied firms employed
in the US market  and to identify the factors of significant impact on the selection of a
standardised marketing strategy as experienced by German firms operating in the US in order to
provide implications for companies seeking to enter this market. Finally  through statistical
analyses it was examined which internal and external environmental factors are key in
standardising or adapting the particular elements to a certain degree to achieve an impact on
performance.

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