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Strategies for a European catalog

Desmet, Pierre; Xardel, Dominique (1994), Strategies for a European catalog, Journal of Direct Marketing, 8, 3, p. 62-73. 10.1002/dir.4000080309

Type
Article accepté pour publication ou publié
Date
1994
Journal name
Journal of Direct Marketing
Volume
8
Number
3
Pages
62-73
Publication identifier
Metadata
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Author(s)
Desmet, Pierre
ESSEC Business School
Xardel, Dominique
ESSEC Business School
Abstract (EN)
The economic and legal integration of Europe and the convergence of needs for business-to-business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analysis of six companies’ strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation, can explain the choices.
Subjects / Keywords
catalog; Europe; globalization; standardization
JEL
L10 - General
O33 - Technological Change: Choices and Consequences; Diffusion Processes