“Will a global marketing strategy work? An energy conservation perspective” |
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Authors: | Bronislaw J Verhage Lee D Dahringer Edward W Cundiff |
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Institution: | (1) Present address: Georgia State University, Georgia, USA;(2) Present address: Emory University, Atlanta, USA;(3) Present address: The University of Texas at Austin, Austin, USA |
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Abstract: | To what extent, and under what conditions, a marketing strategy can and should be standardized across national boundaries
is an issue still to be resolved in the marketing literature. Proponents of standardization point to economies of scale whereas
opponents stand firm on segmentation. This study is an attempt to gain insight to the issue of standardization through cross-cultural
research in four nations. The results of this study of energy conservation suggest that market segments, similar on attitudes
and behavior, do exist across countries. Within such a specific segment, a global strategy may be appropriate, but a single
global strategy, aimed at all segments and countries, would not be effective. |
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Keywords: | |
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