The development of the Eurobrand
Article Abstract:
Demand- and supply-side factors which may influence the development of the standard European brand were examined based on a case study of the chocolate confectionery industry. Results revealed that the development of the Eurobrand is being driven mainly by EC regulations, the consolidation of the industry, competitive factors and the formation of the European internal market. Confectioners believe, however, that the development of uniform marketing and branding approaches may be hindered by the diversity of the EC market.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
Lessons for pan-European marketing? The role of consumer preferences in fine-tuning the product-market fit
Article Abstract:
The scope of product standardization can be determined by comparing the product attribute preferences of consumers from different countries through partially-individualized conjoint analysis. Application of this approach to British and German consumers' automobile purchasing preferences reveals that country-of-origin and ecological product attributes can significantly affect consumer decisions.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
Editorial
Article Abstract:
Branding has long been considered the most important component of an effective marketing strategy. Aside from identifying the manufacturer of a product, branding helps customers make buying decisions and helps enhance the purchasing experience. The internationalization of some brands has long been undertaken. However, numerous questions continue to be raised regarding this practice.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: The importance of country images in the formation of consumer product perceptions. Mapping the mind of the mobile consumer across borders: an application of the Zaltman metaphor elicitation technique
- Abstracts: Turn, turn, turn: making energy is a breeze in Southern India. Money from trees
- Abstracts: Church and state: foreign missionary makes his home in Japanese politics. Planners under fire
- Abstracts: Argentinian awakening. Brazil power generates investor interest
- Abstracts: Impressive debuts boost H shares. China state corporates seek international funds. Chemical companies to market in HK