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EU Enlargement: A Case Study of Branding Standardisation

Melewar, T.C., Hayday, David, Gupta, Suraksha, Cohen, Geraldine (2008) EU Enlargement: A Case Study of Branding Standardisation. EuroMed Journal of Business, 3 (2). pp. 179-201. ISSN 1450-2194. (doi:10.1108/14502190810891227) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:42663)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
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– The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe.


– The issue of standardisation versus localisation, and the impact of EU enlargement upon standardisation are examined based on the existing literature. The paper looks at whether fostering more member states within the EU would encourage standardisation. It also explores whether barriers for standardisation still exist. The research employs a case study methodology to set scenarios of possible outcomes.


– The research findings imply that external factors, which are market?based and product?based elements, seem to encourage standardisation. The effect is brought about by the benefits standardisation offers in terms of efficiency. There are still some minor national barriers that impede standardisation. However, the main obstacles are endogenous to corporations and pertain to company structure, strategy and historic resistance to standardisation.

Research limitations/implications

– Standardisation of the marketing mix has been practised by managers as a way to combine customers' needs with cost?effectiveness. The paper offers scope for further research into the application of various portfolio assessment tools to examine brands which will help managers to observe these relationships, and develop customised branding strategies.


– The paper contributes to the marketing literature on branding and standardisation and supports the strategy of standardisation of brands for better performance.

Item Type: Article
DOI/Identification number: 10.1108/14502190810891227
Uncontrolled keywords: Brands, European Union, Eastern Europe, Western Europe, Standardization, Emergent strategy
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Department of Accounting and Finance
Depositing User: Tracey Pemble
Date Deposited: 22 Aug 2014 14:02 UTC
Last Modified: 16 Nov 2021 10:16 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Gupta, Suraksha.

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