Eastward enlargement, cultural and national identity, and diversity in the European Union

The European Union consists of a large number of culturally diverse countries and marketers need to be aware of the extent to which each country’s culture is homogeneous or heterogeneous. In 1995 Kale argued that ‘while economic, political, and legal changes needed to homogenize Europe are daunting, the cultural heterogeneity among member nations will continue to remain the most significant barrier to integration’, concluding that culture is one of the most important factors influencing buyer behaviours. This chapter, therefore, contributes to better understanding diversity within the European context by examining eastward enlargement, cultural and national identity, and diversity in the European Union.