  "Standardisation versus adaptation issues in International Marketing" Ref: market0003 Distinction grade 30,000 words Modern literature review 1: Introduction Standardisation versus adaptation debate Standardisation versus adaptation debate in the European Union Standardisation versus adaptation debate for services Mobile telecommunication industry Focus of the investigation Outline of the study 2: Literature Review International marketing Culture Elements of culture The challenges of international marketing Standardisation versus adaptation debate in international marketing Standardisation Adaptation The trade-off An unnecessarily polarised debate? The influence of globalisation Increasing integration and convergence in the European Union The European Union and cultural differences Services - a neglected area of the debate International trade of services International marketing of services Marketing communications Communication processes Importance of marketing communications Marketing communications for services Marketing communications mix Integrated marketing communications Marketing communications and culture Research objectives 3: Research Framework Introduction Hofstede's dimensions of culture Rankings of the United Kingdom and Germany Hall's cultural dimensions Rankings of the United Kingdom and Germany Hall's cultural dimensions in a marketing context Limitations of cultural frameworks Conclusion 4: Research Methodology Introduction Consumer preferences of marketing communications Data collection instrument Sampling Questionnaire design Construct development Translation Pilot testing Statistical testing The marketing communications of T-Mobile and O2 5: Data Analysis Introduction Survey results Sample Characteristics Consumer preferences Total sample responses Comparison of British and German responses Analysis of marketing communications of T-Mobile and O2 Marketing communications of O2 Marketing communications of T-Mobile Conclusion Summary 6: Discussion Introduction Preferences and cultural characteristics Power distance Masculinity Individualism Uncertainty avoidance High versus low context Summary O2 and T-Mobile marketing communications versus consumer preferences Marketing communication tools Marketing communication techniques Summary Standardisation versus adaptation in practice Relation to research dedicated to international service marketing communications Relation to research dedicated to pan-European marketing Implications of findings for standardisation versus adaptation theory Standardisation versus adaptation - the future Limitations 7: Conclusions and Recommendations Conclusions Recommendations for future research References Appendix Questionnaire 
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