Despite what may on the face of it seem like the increasing internationalisation of consumer patterns within the food area, it is relatively clear that major national and regional differences persists. In the light of the establishment of the Euro Single Market from 1993 and its links to the market of the EFTA countries the relative importance of the national boundaries must be expected to diminish whereas other boundaries will become more apparent. The latter boundaries which are of vital importance to intenrtional marketing are the cultural boundaries dividing Europe into regions with individual cultural and consumption patterns.
HHÅ forskning; MAPP
Main Research Area:
Fourth Symposium on Cross-Cultural Consumer & Business Studies. Kahuku, Hawaii, 1993