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

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