Essays about: "Anna Tseltsova"

Found 1 essay containing the words Anna Tseltsova.

  1. 1. The international marketing strategy of grocery retailers – the strategy of adaptation and standardization

    University essay from Högskolan Dalarna/Företagsekonomi

    Author : Anna Tseltsova; Katharin Bohnert; [2015]
    Keywords : Retail internationalization; retailing marketing mix; grocery retailer; adaptation; standardization; international marketing strategy; consumer portrait; psychic distance; physical distance;

    Abstract : Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics. READ MORE