Despite 40 years of debate on international marketing strategy standardization vs
adaptation, extant empirical research is too fragmented to yield clear insights. Based on an …

This study addresses a long‐standing debate in the literature regarding the appropriateness
and performance consequences of marketing strategy standardization vs. adaptation. Much …

For over 40 years academicians and practitioners have debated the standardization versus
adaptation of international marketing strategy. Despite the importance of, and tremendous …

An issue debated frequently in the international marketing literature centers on whether a
business should pursue a strategy that is standardized across national markets or adapted …

Purpose–The purpose of this paper is to position multinational companies on a linear
continuum indicating their overall attitude towards standardisation/adaptation, examines the …

Throughout the past four decades, researchers have examined several antecedents and
consequences of international marketing program standardization. However, the findings …

When going and operating abroad, firms face the challenge of finding the optimal balance
between standardizing and adapting their marketing strategies across national borders in …

The topic of standardization of international marketing programs represents an important
issue faced by managers of global firms and has attracted significant research attention …

Empirical studies investigating the relationship between marketing standardization and
performance have generated mixed results. This study investigates the causal ordering …

The author examines the degree of marketing strategy standardization by US firms with
overseas operations and firm and country factors that underlie the degree of strategy …