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Managing Marketing Standardization in a Global Context
Boris Sustar, Rozana Sustar. Journal of American Academy of Business, Cambridge. Hollywood: Sep 2005.Vol.7, Iss. 1; pg. 302, 8 pgs

INTRODUCTION
The evolving world of international business is witnessing the emergence of additional players, including firms from the former Eastern block. These firms are playing a game of catch-up as they attempt to learn the intricacies of doing business in today's global economy. The speed at which this process is occurring varies across nations. Firms in Slovenia, the Czech Republic and Hungary, for example, are rapidly acquiring the skills necessary to compete on the world stage. These firms have adopted both general approaches to marketing as well as targeted actions, which have been influenced by the local environment. This article will discuss the possibility of standardizing marketing programs and the factors influencing the process of cost lessening, as they apply to the case of......

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Approximate Word Count: 5762
Approximate Pages: 24 (250 words per double-spaced page)

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