STANDARDIZATION OR ADAPTATION IN COSMETICS WEBSITES MARKETING ? AN EMPIRICAL STUDY.
Journal Title: CES Working Papers - Year 2011, Vol 3, Issue 2
Abstract
The websites marketing is becoming an important tool both for multinationals and SMEs, in their effort to internationalizing their business.This study focuses on the international opportunities that are present within the European markets. The paper aims at identifying the degree of websites marketing standardization vs. adaptation, as a marketing tool for cosmetic products. Moreover, the study examines in a comparative manner the standardization strategy of multinationals and small and medium enterprises (SMEs), leaders in European markets, for different cosmetic cathegories.The evaluation of online advertising standardization is based on the modified Model for Testing Advertising Standardization, developed by Whitelock and Chung. The web sites degree of localizations areanalyzed based upon 98 criteria, as resulted from an adapted methodology of ProfNet Institut fur Internet Marketing, Munster (Germany). The sample includes the 101 leaders from European markets.The research outcomes reflect a standardized websites marketing policy for SMEs and localized for multinationals. Also, for perfumes, dental care products and toiletry, European cosmetic leaders implementstandardized websites marketing policies and balanced for the other cosmetics categories. The hypothesis concerning a strong correlation between standardization and handling dimension was supported.
Authors and Affiliations
Anca Constantinescu-Dobra
Keywords
Related Articles
- EP ID EP145150
- DOI -
- Views 95
- Downloads 0
Negotiating the Transatlantic deal: focus on the EU’s domestic constraints
The paper focuses on emphasising the role that internal constraints and domestic political events play in designing the strategic behaviour and position of the EU in the negotiation process of The Transatlantic Trade and...
OPPORTUNITIES AND RISKS OF GLOBALIZATION IN RURAL AREAS. CASE STUDY: BOTOSANI COUNTY
The global economy plays an important role in the development of a region or a county/district as it promotes the exploitation of resources and space in a logical and rational manner. The trend of global economic uniform...
THE EUROPEAN UNION’S BILATERAL APPROACH
The EU is a world economic power and a major trading partner for most countries. All the time, this region has been interested and has acted towards a free and fair trade. The decrease and even the elimination of tariff...
PROMOTING AND ATTRACTING FOREIGN DIRECT INVESTMENT
FDI is an important element of the economic development of any country and its functioning on market principles. They have a great importance for strengthening the economy of countries in transition and their integration...
Strategic vectors of transformational shifts in the national tourism system of Ukraine
The article determines transformational factors, which influence a national tourism system (NTS) of Ukraine and proposes strategical vectors of its development. Research of the NTS as an economic system is a pre-condit...