Purpose – The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/methodology/approach – The issue of standardisation versus localisation, and the...

Purpose – The purpose of this paper is to discuss the impact of the recent European Union (EU) expansion on the international marketing strategies of Fjord Seafood, a Norwegian farmed salmon producer. Design/methodology/approach – The Norwegian salmon industry provides an interesting case...