Journal of the Academy of Marketing Science

, Volume 7, Issue 1, pp 117–134

Can you standardize international marketing strategy?

  • Saul Sands

DOI: 10.1007/BF02721919

Cite this article as:
Sands, S. JAMS (1979) 7: 117. doi:10.1007/BF02721919


The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational marketing strategy. A majority view among international marketers is that each national is unique, and thus each must be treated as a separate and independent operation. This “localized” strategy view is examined first. A growing number of international marketers however, are finding that by standardizing various elements oftheir marketing strategy across national borders, cost savings and/or increased revenues to be realized can yield greater profits. The second, and major, part of the paper examines the opportunities for and potential benefits of standardization of product, packaging, advertisting, and pricing.

Copyright information

© Academy of Academy Science 1979

Authors and Affiliations

  • Saul Sands
    • 1
  1. 1.Hofstra UniversityHempsteadUSA