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  4. Publikationen School of Management and Law
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dc.contributor.authorMelewar, T.C.-
dc.contributor.authorHayday, David-
dc.contributor.authorGupta, Suraksha-
dc.contributor.authorCohen, Geraldine-
dc.date.accessioned2018-08-22T14:08:21Z-
dc.date.available2018-08-22T14:08:21Z-
dc.date.issued2008-
dc.identifier.issn1450-2194de_CH
dc.identifier.issn1758-888Xde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/9336-
dc.description.abstractPurpose: The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/ methodology/ approach: The issue of standardisation versus localisation, and the impact of EU enlargement upon standardisation are examined based on the existing literature. The paper looks at whether fostering more member states within the EU would encourage standardisation. It also explores whether barriers for standardisation still exist. The research employs a case study methodology to set scenarios of possible outcomes. Findings: The research findings imply that external factors, which are market-based and product-based elements, seem to encourage standardisation. The effect is brought about by the benefits standardisation offers in terms of efficiency. There are still some minor national barriers that impede standardisation. However, the main obstacles are endogenous to corporations and pertain to company structure, strategy and historic resistance to standardisation. Research limitations/ implications: Standardisation of the marketing mix has been practised by managers as a way to combine customers' needs with cost-effectiveness. The paper offers scope for further research into the application of various portfolio assessment tools to examine brands which will help managers to observe these relationships, and develop customised branding strategies. Originality/ value: The paper contributes to the marketing literature on branding and standardisation and supports the strategy of standardisation of brands for better performance.de_CH
dc.language.isoende_CH
dc.publisherEmeraldde_CH
dc.relation.ispartofEuroMed Journal of Businessde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectBrandsde_CH
dc.subjectEuropean Unionde_CH
dc.subjectEastern Europede_CH
dc.subjectWestern Europede_CH
dc.subjectStandardizationde_CH
dc.subjectEmergent strategyde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleEU enlargement : a case study of branding standardisationde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
dc.identifier.doi10.1108/14502190810891227de_CH
zhaw.funding.euNode_CH
zhaw.issue2de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end201de_CH
zhaw.pages.start179de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume3de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
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Melewar, T. C., Hayday, D., Gupta, S., & Cohen, G. (2008). EU enlargement : a case study of branding standardisation. EuroMed Journal of Business, 3(2), 179–201. https://doi.org/10.1108/14502190810891227
Melewar, T.C. et al. (2008) ‘EU enlargement : a case study of branding standardisation’, EuroMed Journal of Business, 3(2), pp. 179–201. Available at: https://doi.org/10.1108/14502190810891227.
T. C. Melewar, D. Hayday, S. Gupta, and G. Cohen, “EU enlargement : a case study of branding standardisation,” EuroMed Journal of Business, vol. 3, no. 2, pp. 179–201, 2008, doi: 10.1108/14502190810891227.
MELEWAR, T.C., David HAYDAY, Suraksha GUPTA und Geraldine COHEN, 2008. EU enlargement : a case study of branding standardisation. EuroMed Journal of Business. 2008. Bd. 3, Nr. 2, S. 179–201. DOI 10.1108/14502190810891227
Melewar, T.C., David Hayday, Suraksha Gupta, and Geraldine Cohen. 2008. “EU Enlargement : A Case Study of Branding Standardisation.” EuroMed Journal of Business 3 (2): 179–201. https://doi.org/10.1108/14502190810891227.
Melewar, T. C., et al. “EU Enlargement : A Case Study of Branding Standardisation.” EuroMed Journal of Business, vol. 3, no. 2, 2008, pp. 179–201, https://doi.org/10.1108/14502190810891227.


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