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.