International Brand-Name Standardization/Adaptation: Antecedents and Consequences

Aref A. Alashban, Linda A. Hayes, George M. Zinkhan, and Anne L. Balazs

 

Executive Summary

Standardization/adaptation is an important issue in globalization. It can affect profits by influencing both sales and costs. The authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm’s brand-name standardization/adaptation strategy. The framework uses the structure–conduct–performance paradigm from economics along with Porter’s international factor conditions.

 

The authors theorize and test four hypotheses, two dealing with the antecedents and two dealing with the consequences of brand-name standardization/adaptation strategy. The authors mailed a questionnaire to 680 corporate marketing executives, and the response resulted in 177 usable replies. The authors evaluated the conceptual model and hypotheses using LISREL 8.0, a structural equation modeling technique.

 

For antecedents, it appears that firms consider industry structure when choosing their international branding strategy. The research finds that the greater the intensity of competition, buyers, and distribution, the less standard (i.e., the more varied) the brand name is across international markets. One interpretation of this finding is that the higher the intensity of buyers and distribution, the less homogeneous are the market segments. Firms may react to many buyers and intense distribution by providing a variation in the brand name for different quality and price levels offered to the segments.

 

The research does not support the hypothesis that the greater the differences between home and host country environmental factors, the less standardized is the brand name. It appears that the majority of firms do not incorporate environmental factors of religion, language, education, technology, and the economy when deciding whether to standardize their brand names or adapt them to the environmental conditions of the host countries. The authors propose several explanations of this finding, including the possibility that managers believe that technological advances have overcome the barriers of environmental differences.

 

For consequences of brand-name standardization/adaptation strategy, the authors find that a firm’s strategy influences executives’ perceptions of corporate costs. The less standardized the brand name, the less are the cost savings of the brand. One of the main rationales of standardization is cost savings, and the research supports this notion.

 

The research results also indicate that firms perceive a lower sales volume with a modified name than with a standardized brand name. One reason for this result may be the growing number of business and tourism travelers across countries, which creates incentives for firms to standardize their brands, especially in urban areas.

 

Print ISSN: 1069-031X | Electronic ISSN: 1547-7215

Volume: 10 | Issue: 3

Cover date: Fall 2002

Page(s): 22-48

Characteristics of the Product Standardization/ Adaptation in the International Environment

Boris Sustar, April 01, 2004

 

The involvement of Slovene companies in international marketing is increasing because they can no longer rationally operate solely within the borders of the domestic market. The premise for conducting this survey of Slovene companies was to examine the conditions under which standardization or adaptation of export products occurs. The analysis shows the existence of statistically significant correlations between product standardization or adaptation and various factors, including: 1.) range of export product lines, 2.) quality of exporting goods, 3.) life cycles, 4.) changes in products and brands, 5.) modes of export promotions, 6.) implementation decisions concerning promotion, 7.) export discounts and rebates, 8.) control over distribution channels, 9.) in-house distribution networks, 10.) size of foreign customer base, and 11.) foreign competition. A statistically significant correlation also exists between the standardization or adaptation of products and the standardization or adaptation of promotion and distribution. It was discovered that Slovene companies who export apply average standardization and slight adaptation to their products. Foreign competitors use more extensive standardization in comparison with Slovene companies, thus there exists the potential for greater standardization of Slovene products. Product standardization and thus specialization of production generates more efficient cost structures for export firms.

 

http://www.westburn.co.uk/search.cfm?do=displayresults&article=986

Journal of International Marketi

Title : A Study of Marketing Mix Adaptation in Multinational Firms

Project Leader : Venaik Sunil

Sponsor: Indian Institute of Management, Ahmedabad,

Year: 2002

Abstract The objective of the project is to study the question of standardization versus adaptation of the international marketing mix in multinational firms. The degree of standardization-adaptation is an important managerial issue for global marketers as it affects the firms' costs, competitive position and performance in international markets. Although the standardization-adaptation issue has been discussed in the international marketing literature, empirical work in the area has been scarce, especially in addressing the standardization-adaptation question in the context of multinational firms. Most empirical studies largely focus on the product and promotion elements of the marketing mix, while ignoring other important aspects of the market programme such as positioning, price, and place, as well as the marketing process such as marketing research, policies and procedures, and human resource management. This study aims to investigate the extent to which MNCs adapt their international marketing activities to serve the diverse needs of customers around the globe.

Standardization versus adaptation of international advertising strategies: Towards a framework     

 

Authors: Papavassiliou N.1; Stathakopoulos V.1

Source: European Journal of Marketing, September 1997, vol. 31, no. 7, pp. 504-527(24)

Publisher: Emerald Group Publishing Limited

Abstract:

In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization and adaptation of international advertising strategies represent the polar ends of a continuum of transitional stages. Finally, discusses the ways and the degree to which international advertising strategies can be adapted to different situations.

Global business strategy: A contingency approach

Lemak, David J

Multinational Business Review > Spring 1997

This paper attempts to resolve the ongoing debate of standardization versus adaptation by arguing that high performance depends on firms choosing an appropriate global business strategy for their unique set of circumstances. The conceptual framework, developed from theoretical and empirical literature in marketing, organization theory, strategy and international management, is based on the notion of maximizing firm performance through synergy created by proper alignment of critical variables in a holistic contingency approach.

  

Toward a new global strategy - B-School Brain Trust/Advice from Anderson

George S. Yip

Chief Executive, The > Jan, 1996

Debunking the one-size-fits-all approach to entering the international marketplace, companies are developing customized strategies that - ironically - put a premiun on standardized products and services.

 

Effects of global market conditions on brand image customization and brand performance

Roth, Martin S

Journal of Advertising > Winter 1995

For many years, marketing and advertising managers and researchers have wrestled with the issue of customizing versus standardizing as strategies for international markets. Managers can achieve economies of scale, message consistency, and the ability to attract common cross-national market segments through the use of global, standardized marketing programs (e.g., Levitt 1983). However, because of significant differences in consumers, cultural and socioeconomic conditions, and market structures, customization to local/national markets may be worth the additional expense (e.g., Douglas and Wind 1987). Although most firms' strategies are somewhere between the extremes of total customization and total standardization (Quelch and Hoff 1986), managers have little empirical evidence indicating when they should customize their marketing programs and how their strategy selection will affect brand performance (e.g., Jain 1989; Szymaneki, Bharadwaj, and Varadarajan 1993).

 

 

 

 

Life and death with a foreign distributor

F. Kingston Berlew

Business America > March 5, 1984

Life and Death With A Foreign Distributor

 

Computer Systems News recently observed that computer industry executives believe distribution is the most important factor in their success and that the difficulty in achieving effective distribution increases dramatically in foreign markets. This observation comes at a time when European market penetration is of critical importance to the electronic and other high-technology industry sectors due both to the rapid growth in European markets and the need to be present in those markets to service U.S. customers. In West Germany alone--where computerization lags U.S. development by five to ten years--the Department of Commerce projects annual sales of computer equipment and peripherals will grow from $3.5 billion in 1980 to $9.3 billion in 1985.

Globe trotting - overseas business opportunities for the US food industry

Prepared Foods > April, 1993

A shrinking planet expands business opportunities and new product development for U.S. food companies

 

The crumbling of the Berlin Wall in 1989 signified the beginning of the end of communism. It also symbolized the destruction of trade borders, opening new opportunities for business. While trade restrictions still exist, they are not keeping food companies from setting up shop throughout the world. And if any industry can call itself global, it is food.

 

Connecting with the Japanese customer - US exporters; customer service and satisfaction - News and Views from Japan

Allan Christian

Business America > Oct 4, 1993

Customer service and satisfaction is an important element in any company's business strategy for the Japanese market.

 

In a highly developed market like Japan, where superior product quality has been achieved in many industry sectors, improving customer relations and meeting rising customer expectations has a significant impact on a company's ability to capture greater market share. The importance of customer service and satisfaction in Japan manifests itself in the attention that Japanese manufacturers devote to producing high-quality products, adapting and continually improving a product to meet the customer's expectations or demands, presenting the product to the consumer in an aesthetically pleasing way, measuring customer satisfaction and soliciting customer suggestions for improving a product or service, and making courtesy calls on distributors and customers to build and cement business relationships. Many U.S. exporters have learned that establishing effective customer service and support networks in Japan is critical for their long-term success in the Japanese market. In Japan, customer support and satisfaction has evolved to a very high level.

The long farewell: Peugeot's departure from the U.S. market

Jean-Loup Archawski

Business Horizons > May-June, 1995

The Peugeot is a French car that "reverently coddles" its owner in a feeling of secure comfort. At its peak in the United States, Peugeot annually sold 20,000 automobiles and gained a following among individuals willing to give the car what one owner called "lots of loving and acceptance of its aggravations." Nevertheless, despite such loyalty, annual sales sank to fewer than 5,000 and the company ultimately abandoned the U.S. market.

Globalization, entrepreneurship, and public policy: A systems view

Carlsson, Bo

Industry and Innovation > Mar 2003

It has been commonly observed that the activities of firms are becoming increasingly globalized. Not only have exports grown faster than production in the industrialized countries; foreign direct investment (FDI) has also grown considerably faster than exports over the last several decades (UNCTAD 1999). In recent years, an increasing share of FDI by multinational firms has involved research and development (R&D) activities and facilities.

 

But globalization does not mean that local conditions no longer matter. Surveying the literature, three major findings stand out. First, certain geographic regions are more dynamic and attract more economic activity than others, particularly in highly R&D-intensive industries (Cantwell and Janne 1999). Second, high-technology firms tend to cluster in close proximity to each other (Satiety and Griffin 1996; Sabourin and Pinsonneault 1997; Walcott 1999). Third, regions expend resources competing with each other to attract FDI and are particularly interested in R&D investment (Guisinger 1986; Young et al. 1994; Mudambi 1998).

 

Trends and Development in Standardization Adaptation Research.

 

Authors:

Waheeduzzaman, A. N. M.1

Dube, Leon F.2

 

Source:

Journal of Global Marketing; 2004, Vol. 17 Issue 4, p23, 30p

 

Document Type:

Article

 

Subject Terms:

*INDUSTRIAL engineering

*MARKETING

*MARKETING -- Management

*MARKETING research

*QUALITY control

*RESEARCH, Industrial

 

Author-Supplied Keywords:

adaptation

content analysis.

Standardization

 

NAICS/Industry Codes54191 Marketing Research and Public Opinion Polling

54171 Research and Development in the Physical, Engineering, and Life Sciences

 

Abstract:

The article reports on trends and development in standardization adaptation (S-A) research in international marketing. The relationship between various product, company, industry, market and environmental variables and the degree of S-A is well documented in the literature. The study investigated the trends and development in standardization adaptation (S-A) research in international marketing using content analysis research technique. Peer-reviewed journal articles were the basic unit of analysis for the study.

 

Author Affiliations:

1Associate Professor of Marketing, Department of Management and Marketing, College of Business, Texas A & M University-Corpus Christi, Corpus Christi, TX 78412.

2Professor of Marketing and Chair, Department of Management and Marketing, College of Business, Texas A & M University-Corpus Christi, Corpus Christi, TX 78412.

 

ISSN:

0891-1762

 

Accession Number:

15399744

 

Database:

 Business Source Premier

 

Title:

Export performance as an antecedent of export commitment and marketing strategy adaptation.

 

Authors:

Lages, Luis Filipe1,2

Montgomery, David B.2,3

 

Source:

European Journal of Marketing; 2004, Vol. 38 Issue 9/10, p1186, 29p

 

Document Type:

Article

 

Subject Terms:

*EXPORT marketing

*EXPORTS

*INDUSTRIAL management

*MARKETING

*MARKETING strategy

 

Author-Supplied Keywords:

Marketing Strategy

Exports

Standardization

Portugal

Organizational performance

Stratégie de mercatique

Exportations

Normalisation

Portugal

Performance organisationnelle

Estrategia de marketing

Exportaciones

Estandarización

Portugal

Rendimiento organizacional

Marketingstrategje

Exporte

Standardisierung

Portugal

Organisationsleistung

Language of Keywords: English; French; Spanish; German

 

NAICS/Industry Codes55 Management of Companies and Enterprises

 

Abstract (English):

This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications. [ABSTRACT FROM AUTHOR]

 

 

Author Affiliations:

1Faculdade de Economia, Universidade Nova de Lisboa, Lisbon, Portugal.

2Graduate school of Business, Sanford University, California, USA.

3School of Business, Singapore Management University, Singapore.

 

ISSN:

0309-0566

DOI:

10.1108/0309560410548933

 

Accession Number:

15066209

 

Database:

 Business Source Premier

 

 

Title:

International advertising strategy: A review, reassessment and recommendation.

 

Authors:

Melewar, T. C.1

Vemmervik, Claes2

 

Source:

Management Decision; 2004, Vol. 42 Issue 7, p863, 19p

 

Document Type:

Article

 

Subject Terms:

*ADVERTISING

*BUSINESS enterprises

*COMMUNICATION in management

*MASS production

*QUALITY control

*STANDARDIZATION

 

Author-Supplied Keywords:

Standardization

International marketing

Advertising

 

NAICS/Industry Codes5418 Advertising and Related Services

 

Abstract:

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing. [ABSTRACT FROM AUTHOR]

 

Author Affiliations:

1Warwick Business School, University of Warwick, Coventry, UK

2Foretagsekonomiska Institutet, Stockholm, Sweden

 

ISSN:

0025-1747

 

DOI:

10.1108/00251740410550934

 

Accession Number:

14741055

 

Database:

 Business Source Premier

 

 

Title:

Balancing Standardization and Adaptation for Product Performance in International Markets: Testing the Influence of Headquarters-Subsidiary Contact and Cooperation.

 

Authors:

Subramaniam, Mohan1

Hewett, Keoy2

 

Source:

Management International Review (MIR); 2004 2nd Quarter, Vol. 44 Issue 2, p171, 24p

 

Document Type:

Article

 

Subject Terms:

*INDUSTRIAL engineering

*INTERNATIONAL business enterprises

*PRODUCT management

*PRODUCT design

 

Abstract:

We examine how MNCs balance standardization and adaptation in their international product designs. Specifically, we investigate how inputs from both a firm's head-quarters and its foreign subsidiaries, together, shape the standardization-adaptation balance for the product's superior market performance. Our survey of 128 products in the foreign markets of 62 MNCs reveals that a standardization-adaptation balance, when shaped through face-to face contact between headquarters-subsidiary managers, positively influences product performance. Additionally, headquarters-subsidiary co-operation enhances this influence on performance. [ABSTRACT FROM AUTHOR]

 

Author Affiliations:

1Assistant Professor of Strategic Management and Global Strategy, Operations, Information and Strategic Management Department, The Wallace E. Carroll School of Management, Boston College, Chestnut Hill, MA, USA.

2Assistant Professor of Marketing, Marketing Department, Moore School of Business, University of South Carolina, Columbia, SC, USA.

 

ISSN:

0938-8249

 

Accession Number:

13928294

 

Database:

 Business Source Premier

 

 

Title:

Characteristics of the Product Standardization/ Adaptation in the International Environment.

 

Authors:

Sustar, Boris1 boris.sustar@uni-lj.si

 

Source:

Marketing Review; Spring2004, Vol. 4 Issue 1, p47, 25p, 2 charts

 

Document Type:

Article

 

Subject Terms:

*COMMERCIAL products

*EXPORT marketing

*PRODUCT management

*QUALITY control

*STANDARDIZATION

*MARKETING strategy

 

Author-Supplied Keywords:

international environment

marketing mix

product

price

communication

distribution

competition

standardisation

adaptation

international marketing

 

NAICS/Industry Codes339 Miscellaneous Manufacturing

 

Abstract:

The involvement of Slovene companies in international marketing is increasing because they can no longer rationally operate solely within the borders of the domestic market. The premise for conducting this survey of Slovene companies was to examine the conditions under which standardization or adaptation of export products occurs. The analysis shows the existence of statistically significant correlations between product standardization or adaptation and various factors, including: 1.) range of export product lines, 2.) quality of exporting goods, 3.) life cycles, 4.) changes in products and brands, 5.) modes of export promotions, 6.) implementation decisions concerning promotion, 7.) export discounts and rebates, 8.) control over distribution channels, 9.) in-house distribution networks, 10.) size of foreign customer base, and 11.) foreign competition. A statistically significant correlation also exists between the standardization or adaptation of products and the standardization or adaptation of promotion and distribution. It was discovered that Slovene companies who export apply average standardization and slight adaptation to their products. Foreign competitors use more extensive standardization in comparison with Slovene companies, thus there exists the potential for greater standardization of Slovene products. Product standardization and thus specialization of production generates more efficient cost structures for export firms. [ABSTRACT FROM AUTHOR]

 

Author Affiliations:

1University of Ljubljana

 

ISSN:

1469-347X

 

Accession Number:

14360249

 

Database:

 Business Source Premier

   

 

International advertising strategy: A review, reassessment and recommendation

 

T C Melewar, Claes Vemmervik. Management Decision. London: 2004.Vol. 42, Iss. 7/8;  pg. 863

 

Subjects:

Advertising,  International,  Standardization,  Comparative analysis,  Studies

 

Classification Codes

9130,  7200,  9180

 

Author(s):

T C Melewar,  Claes Vemmervik

 

Document types:

Feature

 

Publication title:

Management Decision. London: 2004. Vol. 42, Iss.  7/8;  pg. 863

 

Source type:

Periodical

 

ISSN/ISBN:

00251747

 

ProQuest document ID:

723344301

 

Text Word Count

8458

 

Document URL:

http://proquest.umi.com/pqdweb?did=723344301&Fmt=2&clientId= 9338&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing. [PUBLICATION ABSTRACT]

 

 

 Copyright ©  2005  ProQuest Information and Learning Company. All rights reserved. 

 

 

 

Standardized/adaptation of international marketing strategy: Necessary conditions for the advancement of knowledge

 

John K Ryans Jr, David Griffith, D Steven White. International Marketing Review. London: 2003.Vol. 20, Iss. 6;  pg. 588, 16 pgs

 

Subjects:

Market strategy,  International markets,  Adaptation,  Standardization,  Knowledge management,  History

 

Classification Codes

7000,  9180

 

Author(s):

John K Ryans Jr,  David Griffith,  D Steven White

 

Document types:

Commentary

 

Publication title:

International Marketing Review. London: 2003. Vol. 20, Iss.  6;  pg. 588, 16 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

02651335

 

ProQuest document ID:

524384341

 

Text Word Count

6951

 

Document URL:

http://proquest.umi.com/pqdweb?did=524384341&Fmt=3&clientId= 9338&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Why? Here, it is argued that the last 40 years of scholarly research has advanced without a strong underlying theoretical framework. The historical foundations of the standardization/adaptation perspective are presented, followed by a critical evaluation of the field under the guiding framework of the fundamentals of theoretical construction. Suggestions for developing a stronger theoretical foundation, as well as directions for future research are addressed. [PUBLICATION ABSTRACT]

 

Understanding the new bases for global market segmentation

 

Salah S Hassan, Stephen Craft, Wael Kortam. The Journal of Consumer Marketing. Santa Barbara: 2003.Vol. 20, Iss. 4/5;  pg. 446, 17 pgs

 

Subjects:

International,  Market segmentation,  Methods,  Studies,  Statistical analysis,  Brand equity

 

Classification Codes

9190,  7100,  9130,  1300

 

Locations:

United States,  US

 

Author(s):

Salah S Hassan,  Stephen Craft,  Wael Kortam

 

Document types:

Feature

 

Publication title:

The Journal of Consumer Marketing. Santa Barbara: 2003. Vol. 20, Iss.  4/5;  pg. 446, 17 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

07363761

 

ProQuest document ID:

415923031

 

Text Word Count

6739

 

Document URL:

http://proquest.umi.com/pqdweb?did=415923031&Fmt=4&clientId= 9338&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro- and micro-bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within-country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade-off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation. [PUBLICATION ABSTRACT]

Local market info eases standardization

 

Carl Arthur Solberg. Marketing News. Chicago: Aug 19, 2002.Vol. 36, Iss. 17;  pg. 18, 2 pgs

 

Subjects:

Advertising,  International markets,  Market strategy,  Polls & surveys,  Standardization

 

Classification Codes

9180,  9175,  7000

 

Locations:

Norway

 

Author(s):

Carl Arthur Solberg

 

Document types:

News

 

Publication title:

Marketing News. Chicago: Aug 19, 2002. Vol. 36, Iss.  17;  pg. 18, 2 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

00253790

 

ProQuest document ID:

152116651

 

Text Word Count

904

 

Document URL:

http://proquest.umi.com/pqdweb?did=152116651&Fmt=4&clientId= 9338&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

In his article, The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance, in the September 2002 issue of the Journal of International Marketing, Carl Arthur Solberg discusses the standardization vs. adaptation issue in international advertising from an organizational perspective, introducing two variables: knowledge of local market conditions at the center (exporter's headquarters level) and headquarters' influence on local marketing decisions. The authors interviewed 150 Norwegian exporters in order to analyze the effect of these two dimensions on performance, standardization and cooperative climate. The results reveal that the two dimensions indeed affect how firms develop their international marketing strategy in this respect. Companies with high local market knowledge (confederation and federation companies) display significantly better performance, giving the advocates of the global standardized approach renewed arguments. Also, knowledge of local market conditions seems to lead to a more standardized approach by firms, notwithstanding the locus of their marketing decisions.

 

Culture-sensitive adaptation or global standardization - the duration-of-usage hypothesis

 

Martin van Mesdag. International Marketing Review. London: 2000.Vol. 17, Iss. 1;  pg. 74

 

Subjects:

Globalization,  Culture,  Marketing mixes,  International markets

 

Classification Codes

1300,  1220,  7000

 

Author(s):

Martin van Mesdag

 

Document types:

Feature

 

Publication title:

International Marketing Review. London: 2000. Vol. 17, Iss.  1;  pg. 74

 

Source type:

Periodical

 

ISSN/ISBN:

02651335

 

ProQuest document ID:

115719102

 

Text Word Count

5029

 

Document URL:

http://proquest.umi.com/pqdweb?did=115719102&Fmt=3&clientId= 9338&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

The dimensions which are relevant in the shaping of strategies for international marketing are identified. The extent to which the marketing mix can be standardized in various different configurations of international marketing is considered. Seven postulations about international marketing and about the standardizability of the marketing mix are presented. A hypothesis about the reason for the huge differences in the internationalizability of products, labelled the duration of usage symptom, is offered. Occasionally there is scope for a cross-cultural leap for products with unpromising antecedents within the hypothesis of the duration of usage symptom.

 

Title:

Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research.

 

Authors:

Theodosiou, Marios mariosth@ucy.ac.cy

Leonidou, Leonidas C.1

 

Source:

International Business Review; Apr2003, Vol. 12 Issue 2, p141, 31p

 

Document Type:

Article

 

Subject Terms:

*EXPORT marketing

MARKETING literature

 

Author-Supplied Keywords:

International marketing strategy

Literature review

Strategy standardization/adaptation

 

Abstract:

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 integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance outcomes, this stream of research was found to be characterized by non-significant, contradictory, and, to some extent, confusing findings attributable to inappropriate conceptualizations, inadequate research designs, and weak analytical techniques. The central conclusion that stems from this analysis is that the decision whether to standardize or adapt the marketing strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time. [ABSTRACT FROM AUTHOR; Copyright 2003 Elsevier]

 

Author Affiliations:

1Department of Public and Business Administration, University of Cyprus, Kallipoleos 75, P.O. Box 20537, CY-1678, Nicosia, Cyprus

 

ISSN:

0969-5931

 

DOI:

10.1016/S0969-5931(02)00094-X

 

Accession Number:

9188875

 

Database:

 Business Source Premier

 

 

Title:

The international advertising practices of multinational companies: A content analysis study.

 

Authors:

Harris, Greg

Attour, Suleiman

 

Source:

European Journal of Marketing; 2003, Vol. 37 Issue 1/2, p154, 15p, 7 charts, 5 graphs

 

Document Type:

Article

 

Subject Terms:

*ADVERTISING

*INTERNATIONAL business enterprises

*MARKETING

*STANDARDIZATION

 

Geographic Terms:

EUROPE

MIDDLE East

 

NAICS/Industry Codes5418 Advertising and Related Services

 

Abstract:

After over three decades of debate, the issue of international advertising standardisation versus adaptation has not resulted in clear conclusions. Previous research indicated that the practice of total standardisation was the exception rather than the rule. Therefore, it became apparent that analytical focus should be placed more firmly on modified forms of standardisation. To this end, a highly sensitive and objective model was developed and used to obtain detailed and precise comparisons between advertisements deployed in different national markets. The results of this study demonstrate that 'standardisation' is a flexible policy that can be adapted to a range of circumstances and differing market conditions and not a niche policy that is only suitable for certain types of brands in certain types of market. The study also suggests that rather than focusing on the benefits of total adaptation or total standardisation, the debate should focus more on the benefits applicable to the exact forms of standardisation practiced. [ABSTRACT FROM AUTHOR]

 

ISSN:

0309-0566

 

Accession Number:

9259327

 

Database:

 Business Source Premier

 

 

 

Record: 1

 

Title:

The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance.

 

Authors:

Solberg, Carl Arthur

 

Source:

Journal of International Marketing; 2002, Vol. 10 Issue 3, p1, 21p, 1 diagram

 

Document Type:

Article

 

Subject Terms:

*ADVERTISING

*BRAND name products

*BUSINESS planning

*MARKETING

*PRODUCT management

 

NAICS/Industry Codes5418 Advertising and Related Services

 

Abstract:

The author investigates the standardization/adaptation issue in international advertising from an organizational perspective, introducing two variables: knowledge of local market conditions at the center (exporter/headquarters level) and headquarters' influence on local marketing decisions. The author interviewed 150 Norwegian exporters by mail on their experience in this respect. The results reveal that the two dimensions indeed have some impact on how firms develop their international marketing strategies. Knowledge of local market conditions seems to play an overriding role, leading to a more standardized approach by firms. Not surprisingly, centralized decision power seems to lead to more negative reactions at the intermediary level. In contrast, firms that have a more relaxed stance on the standardization issue and leave the marketing decisions to the local representatives seem to have better relations with these representatives than do other firms. The author discusses implications for global brand management and research. [ABSTRACT FROM AUTHOR]

 

Full Text Word Count:

7861

 

ISSN:

1069-031X

 

Accession Number:

7720726

 

Database:

 Business Source Premier

 

Title:

Educator insights: Standardization or adaptation of the international marketing mix: The role of...

 

Authors:

Solberg, Carl Arthur

 

Source:

Journal of International Marketing; 2000, Vol. 8 Issue 1, p78, 21p, 1 chart, 1 diagram

 

Document Type:

Article

 

Subject Terms:

*EXPORT marketing

*INTERNATIONAL business enterprises

 

Abstract:

In this article, the author suggests that the standardization versus customization issue in international marketing has important organizational aspects that are often neglected in the literature. The author parts from the traditional culture and economies of scale approaches by introducing a taxonomy of international marketing organizations based on headquarters versus subsidiary decision power and on market knowledge at headquarters. The author then suggests a typology of organizational solutions--local baronies, civil war, confederation, and federation--and describes two case studies to illustrate how firms 'travel' in the model. Finally, the author develops several propositions and discusses managerial implications. [ABSTRACT FROM PUBLISHER]

 

Full Text Word Count:

8532

 

ISSN:

1069-031X

 

Accession Number:

2871049

 

Persistent link to this record:

http://search.epnet.com/login.aspx?direct=true&db=buh&an=2871049

 

Database:

 Business Source Premier

 

 

Title:

Advertising in Asia: Localize or Regionalize?

 

Authors:

Tai, Susan H.C.1

 

Source:

International Journal of Advertising; 1997, Vol. 16 Issue 1, p48, 14p

 

Document Type:

Article

 

Subject Terms:

*ADVERTISING

*BUSINESS planning

*COMMUNICATION in marketing

*INDUSTRIAL publicity

*INTERNATIONAL business enterprises

 

Geographic Terms:

ASIA

 

NAICS/Industry Codes5418 Advertising and Related Services

 

Abstract:

The transfer of international advertising strategies to the Asian market is becoming popular due to rising living standards and the growing similarity of consumer tastes in the region. The main objectives of this article are to investigate whether the multinationals standardize their advertising strategy in the Asian market, to what extent they standardize, and whether they are moving towards a regional advertising approach. The samples chosen for this study are the four Chinese markets: Hong Kong, Taiwan, Singapore and the People's Republic of China, which are all adopting a similar account of advertising standardization and neither a fully standardized nor differentiated strategy is common. The international advertising strategy is only partially standardized on those strategic decisions (such as determination of target segment, positioning, advertising objective and main theme) but not on tactical ones (such as execution style and media buying). Most multinationals are using an adaptation strategy in these markets. However, a significant relationship is found between the party who makes the decisions and the standardization of advertising decisions. Strategic decisions are more likely to be determined jointly by the headquarters and the subsidiary, while the tactical ones are more likely to be determined by the subsidiary alone. There is also an increasing trend for the advertising executives of multinational firms and their advertising agencies to adopt a regional approach in the Asian market. [ABSTRACT FROM AUTHOR]

 

Author Affiliations:

1Hong Kong Polytechnic University.

 

ISSN:

0265-0487

 

Accession Number:

11857829

 

Database:

 Business Source Premier

 

 

Title:

The limits of global strategy.

 

Authors:

Segal-Horn, Susan

 

Source:

Strategy & Leadership; Nov/Dec96, Vol. 24 Issue 6, p12, 6p, 1 diagram

 

Document Type:

Article

 

Subject Terms:

*INTERNATIONAL business enterprises

*MANAGEMENT

 

Abstract:

Describes the limits of global strategy by analyzing the management of multinational companies. Difference between `multi-domestic' and `multi-local' international strategies; Global standardization/adaptation debate; Advantages of global operations; Globalization of brands; Impact of regional trading blocs.

 

ISSN:

1087-8572

 

Accession Number:

398307

 

Database:

 Business Source Premier

 

 

 

 

Title:

The effects of transfer of marketing methods on export performance: an empirical examination.

 

Authors:

Shoham, Aviv

Albaum, Gerald

 

Source:

International Business Review; Sep94, Vol. 3 Issue 3, p219, 23p

 

Document Type:

Article

 

Subject Terms:

*BUSINESS planning

*MARKETING

*MARKETING -- Management

*STRATEGIC planning

 

Abstract:

Focuses on the debate about standardization versus adaptation for foreign market which has received increased attention in the literature since the early 1980s. How this increase is due in part to the globalization of markets for many goods and services; Thoughts on the transference of marketing strategies and tactics; How this is especially apparent with regards to empirical studies on this issue; Research that has been done on transference has centered on advertising; Extension of the research base to other elements of the marketing mix and assesses the relations between these elements and performance.

 

ISSN:

0969-5931

 

Accession Number:

9222061

 

Database:

 Business Source Premier

 

Standardization versus adaptation of international marketing strategy: An empirical investigation

 

Szymanski, David M, Bharadwaj, Sundar G, Varadarajan, P Rajan. Journal of Marketing. Chicago: Oct 1993.Vol. 57, Iss. 4;  pg. 1, 17 pgs

 

Subjects:

Studies,  Standardization,  Marketing mixes,  Market strategy,  International markets,  Marketing,  International trade,  Competition

 

Classification Codes

9190,  9180,  9130,  7000

 

Locations:

US

 

Author(s):

Szymanski, David M,  Bharadwaj, Sundar G,  Varadarajan, P Rajan

 

Publication title:

Journal of Marketing. Chicago: Oct 1993. Vol. 57, Iss.  4;  pg. 1, 17 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

00222429

 

ProQuest document ID:

585220

 

Text Word Count

10901

 

Document URL:

http://proquest.umi.com/pqdweb?did=585220&Fmt=3&clientId=933 8&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

There are 2 aspects relating to standardization of marketing strategy across national markets: 1. standardization of the pattern of resource allocation across marketing mix variables integral to a businsess's marketing strategy, and 2. standardization of the strategy content with respect to individual marketing mix variables. One study addresses empirically the question of the standardization of the pattern of resource allocation among marketing mix variables across national markets. The question is addressed by examining whether competitive strategy and industry structure variables affect market share and business profits similarly or dissimilarly across Western markets. The results reveal that with few exceptions, the effects of competitive strategy and market structure variables generalize across these markets. The study findings provide insights into both the merits of standardizing the strategic resource mix across Western markets and the competitive strategy and market structure variables that are major explanators of business performance across Western markets.

 

Participation in the International Marketplace by US Manufacturing Firms

 

Fraser, Cynthia, Hite, Robert E.. International Marketing Review. London: 1990.Vol. 7, Iss. 5;  pg. 63, 9 pgs

 

Subjects:

Surveys,  Statistical analysis,  Market strategy,  Manufacturers,  Factors,  Exporters

 

Classification Codes

9190,  9130,  8600,  7000,  1300

 

Locations:

US

 

Author(s):

Fraser, Cynthia,  Hite, Robert E.

 

Publication title:

International Marketing Review. London: 1990. Vol. 7, Iss.  5;  pg. 63, 9 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

02651335

 

ProQuest document ID:

1141179

 

Document URL:

http://proquest.umi.com/pqdweb?did=1141179&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

The international marketing practices and foreign sales of US manufacturing firms are examined to identify those marketing variables that are most closely tied to international sales. Questionnaires were obtained from 110 midwestern manufacturing firms that were engaging in international business. Results suggest that few firms advertise internationally, although advertising is an important determinant of foreign sales. This is true even if that advertising in non-English-speaking markets is in English and regardless of its level of standardization. Results also suggest that manufacture abroad is a powerful stimulus to foreign sales that is not matched by the presence of sales offices abroad. Moreover, foreign sales are not significantly influenced by adaptation of products or advertising. Increased growth in foreign sales of standardized products appears to be available to firms that elect to advertise in such markets.

International Advertising Messages: To Adapt or Not to Adapt (That Is the Question)

 

James, William L., Hill, John S.. Journal of Advertising Research. New York: Jun/Jul 1991.Vol. 31, Iss. 3;  pg. 65, 7 pgs

 

Subjects:

Studies,  Statistical analysis,  Standardization,  Multinational corporations,  International,  Effectiveness,  Advertising,  Market research

 

Classification Codes

9510,  9190,  9180,  9130,  7100

 

Locations:

US

 

Author(s):

James, William L.,  Hill, John S.

 

Publication title:

Journal of Advertising Research. New York: Jun/Jul 1991. Vol. 31, Iss.  3;  pg. 65, 7 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

00218499

 

ProQuest document ID:

126003

 

Document URL:

http://proquest.umi.com/pqdweb?did=126003&Fmt=2&clientId=933 8&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

There often are situation-specific factors that make advertising adaptations necessary even to the most utilitarian of promotions. Many international advertising managers lack guidelines about the sorts of situations where message adaptations are likely and situations where they may be able to standardize. This problem is particularly acute in the consumer nondurable industry. Some 120 subsidiaries of 15 consumer goods multinational corporations (MNC) are surveyed to answer questions concerning the standardization of advertising messages. The results show that, in transfers between 2 markets, the likelihood of maintaining both sales platforms and creative contexts is about one in 3. Findings suggest that advertising standardization opportunities are most likely to occur in less affluent, developing markets.

 

Is Standardisation of Marketing Feasible in Culture-Bound Industries? A European Case Study

 

Martenson, Rita. International Marketing Review. London: Autumn 1987.Vol. 4, Iss. 3;  pg. 7, 11 pgs

 

Subjects:

Standardization,  Market strategy,  Manycountries,  International,  Furniture industry,  Cross cultural,  Case studies

 

Classification Codes

9180,  9175,  9170,  9110,  8600,  7000

 

Locations:

Europe

 

Companies:

IKEA AB

 

Author(s):

Martenson, Rita

 

Publication title:

International Marketing Review. London: Autumn 1987. Vol. 4, Iss.  3;  pg. 7, 11 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

02651335

 

ProQuest document ID:

1141100

 

Document URL:

http://proquest.umi.com/pqdweb?did=1141100&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

A case study that focused on Sweden's IKEA, the largest furniture retailer in the world with operations in 18 countries, was undertaken as part of an examination of marketing standardization and globalization. Data from personal interviews with IKEA and its competitors as well as secondary data were collected for the study. Results indicate that it may be possible to succeed with a standardized marketing concept in a business field that normally is associated with strong cultural values. Also suggested by the study is the relatively greater openness to adaptation by consumers with low status concern, low conservatism, low dogmatism, and high education as well as white-collar workers and high-income groups. Cultural values diminish in importance when price differences between alternatives become too significant. Future studies of globalization should use a concept, such as coordination, rather than the more popular standardization of operations.

Customizing Global Marketing

 

Quelch, John A., Hoff, Edward J.. Harvard Business Review. Boston: May/Jun 1986.Vol. 64, Iss. 3;  pg. 59, 10 pgs

 

Subjects:

Planning,  Multinational corporations,  Marketing mixes,  Marketing management,  Marketing,  International,  Products,  Multinational Corporations,  Marketing Planning,  Marketing Management,  Marketing Budgets,  Marketing,  Marketing,  International trade,  Business & industry

 

Classification Codes

9510,  9180,  9180,  7000,  2310,  1300

 

Companies:

Black & Decker,  Coca-cola Co.,  Cpc International,  Henkel,  Johnson Wax,  Kodak,  Nestle,  Parker Pen Co.,  Procter & Gamble,  Unilever(Ticker:UN, Duns:40-532-2116 )

 

 Author(s):

Quelch, John A.,  Hoff, Edward J.

 

Publication title:

Harvard Business Review. Boston: May/Jun 1986. Vol. 64, Iss.  3;  pg. 59, 10 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

00178012

 

ProQuest document ID:

1102046

 

Document URL:

http://proquest.umi.com/pqdweb?did=1102046&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

Flexibility is essential to the implementation of a global marketing strategy, and the customization of the concept to fit each business must be considered. The evaluation of a company's current and desired levels of program adaptation or standardization in this area should focus on business functions, products, marketing mix elements, and countries. Too rapid movement toward global marketing can result in subsidiary manager disenchantment and game playing. Multinationals must decide which mix of approaches, from informing to directing, best fits strategic objectives. Talented country managers can be motivated to shift to global marketing by: 1. encouraging field managers to generate ideas, 2. ensuring the participation of the field in marketing strategy development, 3. maintaining a product portfolio that contains local, regional, and global brands, 4. allowing country managers continued control of their marketing budgets, and 5. emphasizing country managers' general management responsibilities.

Global Standardization -- Courting Danger

 

Kotler, Philip. The Journal of Consumer Marketing. Santa Barbara: Spring 1986.Vol. 3, Iss. 2;  pg. 13, 3 pgs

 

Subjects:

Standardization,  Product design,  Marketing,  Market strategy,  International

 

Classification Codes

9180,  7500,  7000

 

Author(s):

Kotler, Philip

 

Publication title:

The Journal of Consumer Marketing. Santa Barbara: Spring 1986. Vol. 3, Iss.  2;  pg. 13, 3 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

07363761

 

ProQuest document ID:

1158785

 

Document URL:

http://proquest.umi.com/pqdweb?did=1158785&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

Some products can be taken abroad without major modifications. However, many international product failures have been caused by a lack of product adaptation. The issue of adaptation is examined using Mattel's Barbie doll. Mattel could choose to design: 1. for the US only, 2. one product and marketing program for the global market, and 3. national adaptations in advance. The 3rd position seems the most favorable because 80% of US exports require adaptations. In planning any export, 11 marketing elements that should be checked are: 1. labeling, 2. packaging, 3. materials, 4. colors, 5. name, 6. product features, 7. advertising themes, 8. media, 9. execution, 10. price, and 11. sales promotion. There are 3 forces leading to international customization: 1. customer demand in different nations for special product features, 2. consumer resources and behavior in different countries, and 3. varying environmental factors. A planning matrix should be used to test the marketing mix elements against the target countries.

Organizational Adaptation to International Marketing

 

Buatsi, Seth N.. International Marketing Review. London: Winter 1986.Vol. 3, Iss. 4;  pg. 17, 10 pgs

 

Subjects:

Statistical analysis,  Standardization,  Plastics industry,  Marketing mixes,  Market strategy,  International trade,  Adaptation

 

Classification Codes

9175,  9170,  9130,  8640,  7000,  1300

 

Locations:

UK

 

Author(s):

Buatsi, Seth N.

 

Publication title:

International Marketing Review. London: Winter 1986. Vol. 3, Iss.  4;  pg. 17, 10 pgs

 

Source type:

Periodical

 

ISSN/ISBN:

02651335

 

ProQuest document ID:

1141086

 

Document URL:

http://proquest.umi.com/pqdweb?did=1141086&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

Through a literature review, the idea of organizational adaptation to international marketing was presented. To determine whether significant differences existed between domestic and international marketing operations of companies as measured by company, product market, and market strategy, data were collected from 144 exporters and 81 nonexporters in the UK plastics processing industry from 1976-1979. Primary data came from mailed questionnaires, and secondary data were from annual company reports, the Rubber and Plastics Processing Industry Training Board, and library documents. To ascertain the incident of adaptation, paired-comparison tests were performed to show differences between domestic and international marketing operations. Results indicated that firms followed both standardized and nonstandardized strategies in their international operations. The main product was usually the same in both domestic and major export markets. Although the orientation was toward standardization, a significant degree of adaptation was observed.

Standardization not standard for global marketers

 

Rudolph, Alice. Marketing News. Chicago: Sep 27, 1985.Vol. 19, Iss. 20;  pg. 3

 

Subjects:

Sales,  Products,  Product Development,  Mergers & Acquisitions,  Marketing,  Market Segmentation,  Joint Ventures,  Competition

 

People:

Wind, Yoram,  Simon-miller, Francoise,  Sheth, Jagdish,  Porter, Michael E.,  Kotler, Philip

 

Author(s):

Rudolph, Alice

 

Publication title:

Marketing News. Chicago: Sep 27, 1985. Vol. 19, Iss.  20;  pg. 3

 

Source type:

Periodical

 

ISSN/ISBN:

00253790

 

ProQuest document ID:

7102275

 

Document URL:

http://proquest.umi.com/pqdweb?did=7102275&Fmt=2&clientId=93 38&RQT=309&VName=PQD

 

Abstract (Document Summary)

 

Some of the remarks made about global standardization by speakers at the 1985 Summer Marketing Educators' Conference of the American Marketing Association included support for: 1) a customization index; 2) regional or national adaptations for product promotion; 3) the minimization of idiosyncratic differences and concentration on satisfying universal drives; 4) a good price/quality ratio; 5) coordination and segmentation; and 6) greater standardization in raw industrial products than for finished industrial products.