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7.2
Recommendations
In accordance to our conclusions finding out that standardization mostly is a matter of
convenience and a wish of having a univocal brand, we hence recommend further studies to
include the matter of standardizations with regard to German culture. Questions to be asked
could be:
When is it possible to standardize with German culture as an argument?
What kind of industries could perform this action successfully?
Moreover, we have seen that adaptation of the marketing mix mostly occurs due to German
culture, we therefore find it appropriate for further studies to make deeper research with
regard to this matter. Questions to include could be:
What German cultural factors are most important for Swedish companies when
planning the marketing mix?
Are there differences in between industries?
How does the price pressure in the German market influence different Swedish
industries?
How does the aging German population affect Swedish formation of the marketing
mix?
How do German shopping habits on the Internet and through catalogues affect the
marketing mix, especially regarding price and promotion?
79
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