Strategies for a European catalog

Pierre Desmet and Dominique Xardel
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Pierre Desmet: ESSEC Business School
Dominique Xardel: ESSEC Business School

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Abstract: The economic and legal integration of Europe and the convergence of needs for business-to-business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analysis of six companies' strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation, can explain the choices.

Keywords: catalog; Europe; globalization; standardization (search for similar items in EconPapers)
Date: 1994
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Published in Journal of Direct Marketing, 1994, 8 (3), ⟨10.1002/dir.4000080309⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02172113

DOI: 10.1002/dir.4000080309

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