Global standardization as a success formula for marketing in Central Eastern Europe?

Existing literature does nor present a clear picture of international marke ting standardization in Central Eastern Europe. Although a more customized approach seems plausible and is often recommended, empirical evidence shows the contrary. This paper examines the arguments for marketing program stan dardization or the basis of case studies conducted with Western companies o perating in Central Eastern Europe and finds that the globalization philoso phy is leading to a new, interpretation of this issue.