United Kingdom (UK) 70, 86, 87 “8, 90, 102, 119, 248, 285
United States 71 “2, 73 “4, 76, 85 “6, 102 “3, 110, 112 “13, 121 “2, 242 “3, 244, 252, 285
universal-particular 50
beauty products adapted to local circumstances 58
chic tailoring 53 “4
country orientation 52 “3
definitions 51
exceptional performance claims 54
failure of particularistic logo policy 58
marketing for particular needs 57 “8
mass manufacturing/market 59 “62
meeting/surpassing standards 54
particularistic logo policy 58
product-buying 52
reconciliation 59 “62
stressing core values 55
universal products 56 “7
village life/inefficient retailing 55 “6
Usunier, Jean-Claude 6, 7, 21