The move toward European integration entails significant adjustments in a firm's
marketing strategy. Despite the dismantling of legislative barriers, cultural
milieu of the various member nations will continue to be an obstacle toward true
integration. This study clusters 17 European nations on Hofstede's (1980)
cultural dimensions. Three distinct clusters emerge, each with its unique
cultural composition. Scrutinizing the cultural make-up of each cluster offers
the possibility of selecting an appropriate marketing mix across nations
belonging to the same cluster.
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