Management International Review

, Volume 53, Issue 5, pp 711–739

International Marketing Standardization

A Meta-Analytic Estimation of Its Antecedents and Consequences
Research Article

DOI: 10.1007/s11575-013-0172-5

Cite this article as:
Tan, Q. & Sousa, C. Manag Int Rev (2013) 53: 711. doi:10.1007/s11575-013-0172-5


  • Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. However, the findings reported in the literature are too fragmented to yield clear insights. To address this issue, the authors conduct a meta-analysis to quantitatively synthesize and analyze the empirical findings on antecedents and consequences of international marketing program standardization.

  • The empirical results reported in this study have been integrated from 110 independent samples published in 108 articles. Multivariate analysis is used to examine the antecedents of international marketing program standardization strategy as well as the interdependence between the four elements of the marketing-mix. In addition, meta-regression analyses and subgroup analyses are performed to test potential moderating effects of performance measurement characteristics on marketing standardization-performance relationship.

  • On the basis of the results, the authors discuss the implications of their findings and provide directions for further research.


Meta-AnalysisInternational marketing program standardizationInternational performancePath dependence theory

Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Department of Marketing, Durham University Business SchoolDurham UniversityStockton-on-TeesUK