American marketing in the European Union: standardization′s uneven progress (1973‐1993)
Jean J. Boddewyn
(Baruch College, City University of New York, New York, USA.)
Robert Grosse
(American Graduate School of International Management, Glendale, Arizona, USA.)
1620
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.
Keywords
Citation
Boddewyn, J.J. and Grosse, R. (1995), "American marketing in the European Union: standardization′s uneven progress (1973‐1993)", European Journal of Marketing, Vol. 29 No. 12, pp. 23-42. https://doi.org/10.1108/03090569510102513
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited