Converging trends within the European Union: Insights from an analysis of diffusion patterns

    Authors

    J. Ganesh

    Comments

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    Abbreviated Journal Title

    J. Int. Market.

    Keywords

    MULTINATIONAL DIFFUSION; STANDARDIZATION; MARKET; Business

    Abstract

    The unification of Europe offers major opportunities for firms providing products and services to the consumer market of nearly 400 million people. To capitalize effectively on these opportunities, firms must comprehend fully the changing macroenvironmental and consumer behavior trends in the European Union (EU). Recent research indicates that, though individual member countries differ substantially, convergence is increasing in the EU market. This observation requires a major revision in the marketing strategies of most firms; Pan-European marketing may be the name of the game for the future. This study empirically investigates changing consumer trends in the EU by comparing diffusion rates for new products introduced during the first and second half of the unification process. Managerial implications are drawn on the basis of the research findings.

    Journal Title

    Journal of International Marketing

    Volume

    6

    Issue/Number

    4

    Publication Date

    1-1-1998

    Document Type

    Article

    Language

    English

    First Page

    32

    Last Page

    48

    WOS Identifier

    WOS:000085883000003

    ISSN

    1069-031X

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