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Title: International marketing programme standardisation of UK companies in the Gulf
Author: Al-Abdali, Obaid Saad
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 1996
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The marketing programme standardisation/localisation policies of sixty-three UK companies exporting to the Gulf states are examined, using a three-factor, sixty variable model of country, firm, and marketing programme factors. The research framework is unusually broad compared with other standardisation studies, which have also concentrated more on the developed than the developing economies. Three firm variables and one country variable are shown to differentiate the degree of marketing programme standardisation between the UK and the Gulf. The degree of standardisation of the marketing programme variables varies across the individual elements. Product strategies are much more standardised and promotion, distribution and price more moderately adapted. In the Gulf, unexpectedly, industrial product firms appear to be no more standardised in their marketing programmes than consumer goods firms. UK companies tend to treat the six Gulf states as a single market cluster with only minor variations between them in their marketing programmes. The agents' views about the degree of standardisation are compared with the views of the headquarters, which are similar in their perceptions of the types of marketing programmes used.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available