• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
For visually-impairedUser profile (HSE staff only)SearchMenu

Dichotomy of Standardization and Adaptation in International Marketing for Industrial Goods Companies from Developed Countries to Emerging Markets – Case of a German Manufacturer of HVAC Equipment in the European Markets

Student: Fabian ernst Stiebel

Supervisor: Alexandra Zhukova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

With this work its author examines the status quo of the scientific discussion surrounding the internationalization of Marketing in a corresponding, internationalizing company. The optimal degree of Marketing Standardization in an MNC depends on a measuring proxy, a Contingency Factor framework, moderating Standardization via the similarity to a host market. The work concludes with a confirmed positive correlation of Contingency Factors (Market Similarity) to an approximate ideal degree of Marketing Standardization in this specific case setting.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses