| Abstract | Despite the formation of the Single Market, the EU has remained very fragmented in character, with Member States speaking different languages and having different cultures, leading to different demands and consumer preferences. To be successful, Hong Kong exporters need to have a better understanding of different regions of the EU, and formulate appropriate marketing strategies accordingly. Against this background, this article highlights how major market features and characteristics differ throughout the EU and what this implies for marketing strategies for Hong Kong companies. |
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