International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe

Heather Skinner, Krzysztof Kubacki, Gloria Moss and David Chelly

Journal of East European Management Studies, 2008, vol. 13, issue 3, 193 - 215

Abstract: We inhabit a global village in which international marketers are encouraged to think and act with both global and local interests in mind. The enlargement of the European Union (EU) in January 2007 has created a 27 member state EU with a population of nearly half a billion. The purpose of this article is therefore to examine the nature of these differences in so far as they impact on the segmentation decisions made by international marketers. This article examines the literature on culture, identity, and self-concept and presents empirical results showing the diversity of these concepts within three countries that are now full EU members - the Czech Republic, Hungary and Poland.

Keywords: International marketing; segmentation; EU enlargement; identity (search for similar items in EconPapers)
JEL-codes: F10 F23 L10 M10 M20 P31 (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (2)

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