Standardisation versus adaptation of business practices in Europe: 20 years of the Single European Market and two decades of (scarce) research

Abstract

Shortly before and after the creation of the Single European Market and, partially, in the early 2000s, international marketing researchers had shown a vivid interest in the effects of European Union harmonisation on marketing strategies. Questions about the benefits of standardisation or adaptation strategies were asked and propositions were made. The last decade, however, has shown a relative paucity of interest by management scholars in the topic - a void that is being explored by articles in this special section.