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Journal articles (1994), Journal of Interactive Marketing, pp. 62-73

Strategies for a European Catalog


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, analyses of 6 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.

DESMET, P. and XARDEL, D. (1994). Strategies for a European Catalog. Journal of Interactive Marketing, pp. 62-73.