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

Jean J. Boddewyn, Robert Grosse

Research output: Contribution to journalArticlepeer-review

69 Scopus citations

Abstract

This 1993 update of previous 1973 and 1983 surveys of US marketingpolicies in the now renamed and reshaped Economic Union reveals that theobstacles to standardization remain high, and that it has broadly, ifnot uniformly, decreased since 1983 – opposite to the trendbetween 1973 and 1983. Moreover, more marketing decisions by US firmsare now made at the European level. Theoretical and managerialimplications are drawn from these findings.

Original languageEnglish (US)
Pages (from-to)23-42
Number of pages20
JournalEuropean Journal of Marketing
Volume29
Issue number12
DOIs
StatePublished - Dec 1995

Keywords

  • Decision making
  • European Union
  • Marketing mix
  • Multinationals
  • USA

ASJC Scopus subject areas

  • Marketing

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