Consumer culture
Literature review
- authored by
- Klaus Peter Wiedmann, Nadine Hennigs, Stefan Behrens, Carmen R. Santos, Ana R. Pertejo, Inés Kuster, Stéphane Ganassali, Jean Moscarola, Daniele Dalli, Pirjo Laaksonen, Darach Turley, Alexandra Kenyon, Matteo Corciolani
- Abstract
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as –glocalization, — the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing.
- Organisation(s)
-
Institute of Marketing und Management
- External Organisation(s)
-
Universidad de Leon
Universitat de Valencia
Universite de Savoie
University of Pisa
University of Vaasa
Dublin City University
Leeds Beckett University
- Type
- Contribution to book/anthology
- Pages
- 133-153
- No. of pages
- 21
- Publication date
- 01.01.2014
- Publication status
- Published
- Peer reviewed
- Yes
- ASJC Scopus subject areas
- Economics, Econometrics and Finance(all), General Business,Management and Accounting
- Sustainable Development Goals
- SDG 12 - Responsible Consumption and Production
- Electronic version(s)
-
https://doi.org/10.4018/978-1-4666-7357-1_ch007 (Access:
Closed)
