Contingency Factors of Marketing-Mix Standardization: German Consumer Goods Companies in Central and Eastern Europe

Cover......Page 1
Applied Marketing Science /Angewandte Marketingforschung......Page 3
Contingency Factors\rof Marketing-Mix\rStandardization......Page 4
ISBN 9783834925961......Page 5
FOREWORD......Page 8
ACKNOWLEDGEMENTS......Page 10
CONTENTS......Page 12
FIGURES......Page 16
TABLES......Page 19
LIST OF APPENDIX ILLUSTRATIONS......Page 21
LIST OF ABBREVIATIONS......Page 22
1 Introduction......Page 25
1.1.1 Theoretical Relevance......Page 26
1.1.2 Practical Relevance......Page 28
1.2 Research Objectives and Questions......Page 30
1.3 Research Design......Page 32
1.4 Thesis Structure......Page 34
2.1.1 International Marketing from a Definitional Perspective......Page 36
2.1.2 International Marketing from a Paradigmatic Perspective......Page 40
Literature Reviews......Page 43
Principal Streams of Research......Page 44
A Theoretical and Methodological Evaluation of IM Literature......Page 45
2.2 The Standardization versus Adaptation Debate......Page 47
2.2.2 Adaptation School of Thought......Page 49
2.2.3 Contingency School of Thought......Page 50
2.2.4 The Standardization versus Adaptation Debate from a Central and Eastern European Perspective......Page 52
2.2.5 Theoretical Bases of the Contingency Approach of Marketing-Mix Standardization......Page 56
Contingency Theory......Page 57
Resource-Based View......Page 58
2.2.6 An Integrative Review of the Marketing Standardization vs. Adaptation Debate......Page 60
3.1 Standardization of Marketing-Mix Elements......Page 63
3.1.1 Product......Page 64
3.1.2 Promotion......Page 67
3.1.3 Pricing......Page 70
3.1.4 Distribution......Page 74
3.2 Contingency Factors of Standardization......Page 76
Natural Environment......Page 78
Economic Environment......Page 79
Political-Legal Environment......Page 81
Socio-Cultural Environment......Page 83
Consumer Characteristics......Page 88
Country-of-Origin Effect......Page 92
Brand Familiarity......Page 93
Marketing Infrastructure......Page 94
Competitive Environment......Page 98
3.2.3 Product Related Factors......Page 99
Nature of Product......Page 100
Product’s Standardization Potential......Page 104
Product Life Cycle Stage......Page 105
Product Cultural Specificity......Page 106
3.2.4 Organizational Factors......Page 109
3.3 Performance Implications of Marketing-Mix Standardization......Page 114
4.1.1 General Considerations......Page 118
4.1.2 Formative versus Reflective Measures......Page 119
4.1.3 Measurement Quality......Page 122
First Generation Criteria......Page 124
Second Generation Criteria......Page 128
4.2.1 Defining the Construct’s Domain......Page 133
4.2.2 Identifying Potential Indicators of Product Cultural Specificity in the Literature......Page 136
4.2.3 Identifying Potential Indicators of PCS through Explorative Studies......Page 140
Expert Interviews......Page 141
Focus Groups......Page 142
4.2.4 Initial Item Pool......Page 143
4.2.5 Judging Items for Content and Face Validity......Page 146
Data Collection and Sampling Frame......Page 147
Sample Description......Page 148
Initial Item Analysis via First Generation Criteria......Page 151
Initial Item Analysis via Second Generation Criteria......Page 156
Initial Validation of the PCS Scale in the Pre-Test......Page 159
5.1.1 Basics......Page 160
5.1.2 Comparison of Covariance-Based and Variance-Based SEM......Page 162
5.1.3 PLS Path Modeling Algorithm......Page 166
5.2 Evaluation of Measurement and Structural Models......Page 167
5.2.2 Measurement Model Assessment: Formative Mode......Page 168
5.2.3 Structural Model Assessment......Page 171
5.3 Data Collection Process and Sampling Frame......Page 173
5.3.1 Questionnaire Design......Page 174
5.3.2 Data Collection......Page 177
Key Informant Bias......Page 178
Common Method Bias......Page 179
Missing Data......Page 180
Data Distribution......Page 182
5.3.4 Sample Description......Page 183
5.4.1 Status-Quo of Marketing-Mix Standardization in CEE......Page 188
5.4.2 Management’s Perceptions of Business Environment in CEE......Page 191
5.5 A PLS Path Analysis of Contingency Factors of Marketing-Mix Standardization......Page 193
Operationalization of Environmental Factors......Page 194
Measurement Model Assessment of Environmental Factors......Page 196
Operationalization of Product Related Factors......Page 199
Product’s Standardization Potential......Page 200
Product Cultural Specificity......Page 201
Operationalization of Organizational Factors......Page 203
Measurement Model Assessment of Organizational Factors......Page 204
5.5.2 Operationalization and Measurement Model Assessment of Marketing-Mix Standardization Constructs as Endogenous Latent Varia......Page 205
Measurement Model Assessment of Marketing-Mix Standardization Constructs......Page 207
5.5.3 Structural Model Evaluation......Page 209
Effects of Environmental Factors on Marketing-Mix Standardization......Page 211
Effects of Organizational Factors on Marketing-Mix Standardization......Page 212
Assessment of the Model’s Predictive Quality......Page 213
5.6.1 Operationalization and Measurement Model......Page 215
5.6.2 Operationalization and Measurement Model Assessment of Performance as Endogenous Latent Variable......Page 216
5.6.3 Structural Model Evaluation......Page 217
5.6.4 Direct and Total Effects of Selected Contingency Factors on Performance......Page 218
5.7 Validation of Product Cultural Specificity......Page 221
5.8.1 Target Segment and Marketing-Mix Standardization......Page 224
5.8.2 Product Life Cycle Stage, Nature of Product and Marketing-Mix Standardization......Page 226
5.8.3 Firm Size, Market Entry Mode, Management’s International Orientation and Marketing-Mix Standardization......Page 228
6.1 Degree of Marketing-Mix Standardization in CEE......Page 231
6.2.1 The Influence of Environmental Factors on Marketing-Mix Standardization......Page 235
6.2.2 The Influence of Product Related Factors on Marketing-Mix Standardization......Page 239
6.2.3 The Influence of Organizational Factors on Marketing-Mix Standardization......Page 240
Synopsis of Results......Page 243
6.3 The Product Cultural Specificity Scale: Outcome and Outlook......Page 244
6.4 Performance Outcomes of Marketing-Mix Standardization in CEE......Page 246
7.1 Theoretical Implications......Page 250
7.2 Managerial Implications......Page 252
7.3 Limitations and Future Research......Page 253
APPENDIX ILLUSTRATIONS......Page 257
PART A. INDUSTRY AND INTERNATIONAL ACTIVITY......Page 264
PART B. QUESTIONS CONCERNING YOUR SELECTED PRODUCT......Page 265
PART C: CONFIGURATION OF MARKETING-MIX......Page 267
TEIL I: INTERNATIONALE TÄTIGKEIT......Page 273
TEIL II: FRAGEN ZU IHREM AUSGEWÄHLTEN PRODUKT......Page 274
TEIL III: FRAGEN ZUR GESTALTUNG DES MARKETING-MIX......Page 276
REFERENCES......Page 301