Cite JOURNAL ARTICLE
Marktsegmentierung und Standardisierung als absatzpolitische Probleme internationaler Unternehmen
Journal of Contextual Economics – Schmollers Jahrbuch, Vol. 100 (1980), Iss. 4 : pp. 383–407
The selection of a market expansion strategy as the key-problem in international marketing requires, besides a segmentation of the international markets, decisions about the intensity of internationalization, the allocation of budgets and the design of adequate mechanisms of organization and control. Cost and risk recommend the transfer of national marketingprograms to foreign markets while country-specific differentiation seems necessary in order to increase sales. The combination of standardization and differentiation on one hand and concentration and diversification on the other hand in order to fulfill the objectives of the international firm seems possible only under consideration of situational criteria.