Skip to main content
SpringerLink
Log in

To standardize or to adapt? – A comprehensive review and assessment of the literature

  • Chapter
Markteintrittsstrategien

Part of the book series: mir-Edition ((MIRED))

  • 10k Accesses

Zusammenfassung

Dating back to Elinder (1961) and kindled by Levitt (1983), questions of international standardization and adaptation of marketing, particularly that of marketing strategies, have been discussed for decades (see, e.g., Roostal 1963; Elinder 1965; Soren¬son/Wiechmann 1975; Boddewyn et al. 1986; Kotler 1986; Douglas/Wind 1987; Jain 1989; Cavusgil/Zou 1994; Roth 1995; Shoham 1996; Zou/Cavusgil 2002; Katsikeas et al. 2006; Morschett/Swoboda 2009; Zentes/Schramm-Klein 2009). As has been shown, the standardization/adaptation question is of high relevance to both scholars and managers, not only in the field of international marketing (see, e.g., Backhaus/Voeth 2010, pp. 114-225; Berndt et al. 2010, pp. 180-187; Zentes et al. 2010, pp. 375-415) but also in the field of international management (see, e.g., Shoham 1996; Subramaniam/Hewett 2004; Peng/Pleggenkuh¬le-Miles 2009).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 74.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Alden, D.L.; Hoyer, W.D.; Lee, C. (1993): Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis, in: Journal of Marketing, Vol. 57, No. 2, pp. 64–75.

    Article  Google Scholar 

  • Alden, D.L.; Steenkamp, J.-B.E.M.; Batra, R. (1999): Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture, in: Journal of Marketing, Vol. 63, No. 1, pp. 75–87.

    Article  Google Scholar 

  • Anderson, C.R.; Paine, F.T. (1975): Managerial Perceptions and Strategic Behavior, in: Academy of Management Journal, Vol. 18, No. 4, pp. 811–823.

    Article  Google Scholar 

  • Backhaus, K.; Voeth, M. (2010): Internationales Marketing, 6th ed., Stuttgart.

    Google Scholar 

  • Bartlett, C.; Ghoshal, S. (1986): Tap Your Subsidiaries for Global Reach, in: Harvard Business Review, Vol. 64, No. 6, pp. 87–94.

    Google Scholar 

  • Bartlett, C.; Ghoshal, S. (2002): Managing Across Borders: The Transnational Solution, 2nd ed., New York.

    Google Scholar 

  • Berndt, R.; Fantapié Altobelli, C.; Sander, M. (2010): Internationales Marketing-Management, 4th ed., Berlin.

    Google Scholar 

  • Bianchi, C.C.; Arnold, S.J. (2004): An Institutional Perspective on Retail Internationalization Success: Home Depot in Chile, in: International Review of Retail, Distribution & Consumer Research, Vol. 14, No. 2, pp. 149–169.

    Article  Google Scholar 

  • Bianchi, C.C.; Ostale, E. (2006): Lessons Learned from Unsuccessful Internationalization Attempts: Examples of Multinational Retailers in Chile, in: Journal of Business Research, Vol. 59, No. 1, pp. 140–147.

    Article  Google Scholar 

  • Birch, D.; McPhail, J. (1999): Does Accent Matter in International Television Advertisements?, in: International Journal of Advertising, Vol. 18, No. 2, pp. 251–268.

    Google Scholar 

  • Birnik, A.; Bowman, C. (2007): Marketing Mix Standardization in Multinational Corporations: A Review of the Evidence, in: International Journal of Management Reviews, Vol. 9, No. 4, pp. 303–324.

    Article  Google Scholar 

  • Boddewyn, J.J.; Soehl, R.; Picard, J. (1986): Standardization in International Marketing: Is Ted Levitt in Fact Right?, in: Business Horizons, Vol. 29, No. 6, pp. 69–75.

    Article  Google Scholar 

  • Calantone, R.J.; Kim, D.; Schmidt, J.B.; Cavusgil, S.T. (2006): The Influence of Internal and External Firm Factors on International Product Adaptation Strategy and Export Performance: A Three-Country Comparison, in: Journal of Business Research, Vol. 59, No. 2, pp. 176–185.

    Article  Google Scholar 

  • Callow, M.; Schiffman, L. G. (2004): Sociocultural Meanings in Visually Standardized Print Ads, in: European Journal of Marketing, Vol. 38, No. 9/10, pp. 1113–1128.

    Article  Google Scholar 

  • Caruana, A.; Abdilla, M. (2005): To Dub or Not to Dub: Language Adaptation of Global Television Advertisements for a Bilingual Community, in: Journal of Brand Management, Vol. 12, No. 4, pp. 236–249.

    Article  Google Scholar 

  • Cavusgil, S.T.; Zou, S. (1994): Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures, in: Journal of Marketing, Vol. 58, No. 1, pp. 1–21.

    Article  Google Scholar 

  • Cavusgil, S.T.; Zou, S.; Naidu, G. M. (1993): Product and Promotion Adaptation in Export Ventures: An Empirical Investigation, in: Journal of International Business Studies, Vol. 24, No. 3, pp. 479–506.

    Article  Google Scholar 

  • Chandra, A.; Griffith, D.A.; Ryans, J.K. (2002a): Advertising Standardisation in India: US Multinational Experience, in: International Journal of Advertising, Vol. 21, No. 1, pp. 47–66.

    Google Scholar 

  • Chandra, A.; Griffith, D.A.; Ryans, J.K. (2002b): The Association Between Process and Program Advertising Standardization: An Illustration of U.S. Multinationals Operating in India, in: Advances in International Marketing, w/o Vol., No. 12, pp. 67–83.

    Article  Google Scholar 

  • Cheon, H.J.; Cho, C.-H.; Sutherland, J. (2007): A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies, in: Journal of International Consumer Marketing, Vol. 19, No. 4, pp. 109–147.

    Article  Google Scholar 

  • Chhabra, S.S. (1996): Marketing Adaptations by American Multinational Corporations in South America, in: Marketing in the Third World, Vol. 9, No. 4, pp. 57–74.

    Google Scholar 

  • Chung, H.F.L. (2008): The Impact of a Centralised Organisational Structure on Marketing Standardisation Strategy and Performance: The Experience of Price, Place and Management Processes, in: Journal of Global Marketing, Vol. 21, No. 2, pp. 83–107.

    Article  Google Scholar 

  • Chung, H.F.L. (2009): Structure of Marketing Decision Making and International Marketing Standardisation Strategies, in: European Journal of Marketing, Vol. 43, No. 5/6, pp. 794–825.

    Article  Google Scholar 

  • Chung, H.F.L.; Wang, Z. (2006): Analysis of Marketing Standardization Strategies – A "City Market Framework", in: Journal of Global Marketing, Vol. 20, No. 1, pp. 39–59.

    Article  Google Scholar 

  • Cohen, M.D.; March, J.G.; Olsen, J. P. (1972): A Garbage Can Model of Organizational Choice, in: Administrative Science Quarterly, Vol. 17, No. 1, pp. 1–25.

    Article  Google Scholar 

  • Conner, K.R. (1991): A Historical Comparison of Resource-Based Theory and Five Schools of Thought Within Industrial Organization Economics: Do We Have a New Theory of the Firm?, in: Journal of Management, Vol. 17, No. 1, pp. 121–154.

    Article  Google Scholar 

  • Cui, G.; Yang, X. (2009): Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory, in: Journal of Global Marketing, Vol. 22, No. 3, pp. 229–245.

    Article  Google Scholar 

  • Dawar, N.; Chattopadhyay, A. (2002): Rethinking Marketing Programs for Emerging Markets, in: Long Range Planning, Vol. 35, No. 5, pp. 457–474.

    Article  Google Scholar 

  • Dawar, N.; Parker, P. (1994): Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality, in: Journal of Marketing, Vol. 58, No. 2, pp. 81–95.

    Article  Google Scholar 

  • Donaldson, L. (2005): Organization Theory as a Positive Science, in: Tsoukas, H.; Knudsen, C. (Eds.): The Oxford Handbook of Organization Theory – Meta-Theoretical Perspectives, Oxford, pp. 39–62.

    Google Scholar 

  • Douglas, S.P.; Wind, Y. (1987): The Myth of Globalization, in: Columbia Journal of World Business, Vol. 22, No. 4, pp. 19–29.

    Google Scholar 

  • Dow, D. (2006): Adaptation and Performance in Foreign Markets: Evidence of Systematic Under-Adaptation, in: Journal of International Business Studies, Vol. 37, No. 2, pp. 212–226.

    Article  Google Scholar 

  • Elinder, E. (1961): International Advertisers Must Devise Universal Ads, Dump Separate National Ones, Swedish Ad Man Avers, in: Advertising Age, November 27, p. 91.

    Google Scholar 

  • Elinder, E. (1965): How International Can European Advertising Be?, in: Journal of Marketing, Vol. 29, No. 2, pp. 7–11.

    Article  Google Scholar 

  • Evans, J.; Mavondo, F.T.; Bridson, K. (2008): Psychic Distance: Antecedents, Retail Strategy Implications, and Performance Outcomes, in: Journal of International Marketing, Vol. 16, No. 2, pp. 32–63.

    Article  Google Scholar 

  • Fastoso, F.; Whitelock, J. (2007): International Advertising Strategy: The Standardisation Question in Manager Studies, in: International Marketing Review, Vol. 24, No. 5, pp. 591–605.

    Article  Google Scholar 

  • Fincke, U.; Goffard, E. (1993): Customizing Distribution, in: McKinsey Quarterly, w/o Vol., No. 1, pp. 115–131.

    Google Scholar 

  • Florin, J.; Ogbuehi, A.O. (2004): Strategic Choice in International Ventures: A Contingency Frame-work Integrating Standardization and Entry-Mode Decision, in: Multinational Business Review, Vol. 12, No. 2, pp. 83–109.

    Article  Google Scholar 

  • Friedmann, R. (1986): Psychological Meaning of Products: A Simplification of the Standardization vs. Adaptation Debate, in: Journal of World Business, Vol. 21, No. 2, pp. 97–104.

    Google Scholar 

  • Gabrielsson, P.; Gabrielsson, M.; Gabrielsson, H. (2008): International Advertising Campaigns in Fast-Moving Consumer Goods Companies Originating From a SMOPEC Country, in: International Business Review, Vol. 17, No. 6, pp. 714–728.

    Article  Google Scholar 

  • Geiger, S.W.; Ritchie, W.J.; Marlin, D. (2006): Strategy/Structure Fit and Firm Performance, in: Organization Development Journal, Vol. 24, No. 2, pp. 10–22.

    Google Scholar 

  • Glaister, K.; Thwaites, D. (1993): Managerial Perception and Organizational Strategy, in: Journal of General Management, Vol. 18, No. 4, pp. 15–33.

    Google Scholar 

  • Grewal, R.; Chandrashekaran, M.; Dwyer, F.R. (2008): Navigating Local Environments with Global Strategies: A Contingency Model of Multinational Subsidiary Performance, in: Marketing Science, Vol. 27, No. 5, pp. 886–902.

    Article  Google Scholar 

  • Griffith, D.A.; Jacobs, L.; Richey, R.G. (2006): Fitting Strategy Derived from Strategic Orientation to International Contexts, in: Thunderbird International Business Review, Vol. 48, No. 2, pp. 239–262.

    Article  Google Scholar 

  • Grosse, R.; Zinn, W. (1990): Standardization in International Marketing: The Latin American Case, in: Journal of Global Marketing, Vol. 4, No. 1, pp. 53–78.

    Article  Google Scholar 

  • Hahn, W.; Powers, T. (1999): The Impact of Strategic Planning Sophistication and Implementation on Firm Performance. Journal of Business & Economic Studies, Vol. 5, No. 2, pp. 19–35.

    Google Scholar 

  • Hahn, W.; Powers, T. (2010): Strategic Plan Quality, Implementation Capability, and Firm Performance, in: Academy of Strategic Management Journal, Vol. 9, No. 1, pp. 63–81.

    Google Scholar 

  • Harzing, A.-W. (2009): Journal Quality List, 34th ed., URL: http://www.harzing.com/jql.htm (accessed July 3, 2009).

  • Harzing, A.-W.; Van Der Wal, R. (2008): Google Scholar as a New Source for Citation Analysis, in: Ethics in Science and Environmental Politics, Vol. 8, No. 1, pp. 61–73.

    Article  Google Scholar 

  • Harzing, A.-W.; Van Der Wal, R. (2009): A Google Scholar H-Index for Journals: An Alternative Metric to Measure Journal Impact in Economics and Business, in: Journal of the American Society for Information Science & Technology, Vol. 60, No. 1, pp. 41–46.

    Article  Google Scholar 

  • Hoeken, H.; Starren, M.; Nickerson, C.; Crijns, R.; Van Den Brandt, C. (2007): Is It Necessary to Adapt Advertising Appeals for National Audiences in Western Europe?, in: Journal of Marketing Communications, Vol. 13, No. 1, pp. 19–38.

    Article  Google Scholar 

  • Hult, G.T.M.; Ketchen Jr., D.J.; Griffith, D.A.; Chabowski, B.R.; Hoffman, M.K.; Dykes, B.J.; Pollitte, W.A.; Cavusgil, S.T. (2008): An Assessment of the Measurement of Performance in International Business Research, in: Journal of International Business Studies, Vol. 39, No. 6, pp. 1064–1080.

    Article  Google Scholar 

  • Hultman, M.; Robson, M.J.; Katsikeas, C.S. (2009): Export Product Strategy Fit and Performance: An Empirical Investigation, in: Journal of International Marketing, Vol. 17, No. 4, pp. 1–23.

    Article  Google Scholar 

  • Jain, S.C. (1989): Standardization of International Marketing Strategy: Some Research Hypotheses, in: Journal of Marketing, Vol. 53, No. 1, pp. 70–79.

    Article  Google Scholar 

  • Javalgi, R.G.; Cutler, B.D.; White, D.S. (1994): Print Advertising in the Pacific Basin, in: International Marketing Review, Vol. 11, No. 6, pp. 48–64.

    Article  Google Scholar 

  • Javalgi, R.G.; Kim, S.M.; Lundstrom, W.J.; Wright, R.F. (2006): Toward the Development of an Integrative Framework of Subsidiary Success: A Synthesis of the Process and Contingency Models with the Strategic Reference Points Theory, in: Thunderbird International Business Review, Vol. 48, No. 6, pp. 843–866.

    Article  Google Scholar 

  • Katsikeas, C.S.; Samiee, S.; Theodosiou, M. (2006): Strategy Fit and Performance Consequences of International Marketing Standardization, in: Strategic Management Journal, Vol. 27, No. 9, pp. 867–890.

    Article  Google Scholar 

  • Keegan, W.J. (1971): Multinational Marketing: The Headquarters Role, in: Columbia Journal of World Business, Vol. 6, No. 1, pp. 85–90.

    Google Scholar 

  • Kieser, A.; Ebers, M. (Eds.) (2006): Organisationstheorien, 6th ed., Stuttgart.

    Google Scholar 

  • Klippel, R.E.; Boewadt, R.J. (1974): Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats, in: Journal of International Business Studies, Vol. 5, No. 1, pp. 39–50.

    Article  Google Scholar 

  • Ko, E.; Kim, E.; Taylor, C.R.; Kim, K.H.; Kang, I.J. (2007): Cross-National Market Segmentation in the Fashion Industry, in: International Marketing Review, Vol. 24, No. 5, pp. 629–651.

    Article  Google Scholar 

  • Kotler, P. (1986): Global Standardization – Courting Danger, in: Journal of Consumer Marketing, Vol. 3, No. 2, pp. 13–15.

    Article  Google Scholar 

  • Kutschker, M.; Bäurle, I. (1997): Three + One: Multidimensional Strategy of Internationalization, in: Management International Review, Vol. 37, No. 2, pp. 103–125.

    Google Scholar 

  • Kutschker, M.; Schmid, S. (2011): Internationales Management, 7th ed., Munich.

    Google Scholar 

  • Kutschker, M.; Bäurle, I.; Schmid, S. (1997): International Evolution, International Episodes and International Epochs – Implications for Managing Internationalization, in: Management International Review, Special Issue “Internationalization Processes – New Perspectives for a Classical Field of International Management”, Vol. 37, No. 2, pp. 101–124.

    Google Scholar 

  • Lages, L.F. (2000): A Conceptual Framework of the Determinants of Export Performance: Reorganizing Key Variables and Shifting Contingencies in Export Marketing, in: Journal of Global Marketing, Vol. 13, No. 3, pp. 29–51.

    Article  Google Scholar 

  • Lages, L.F.; Montgomery, D.B. (2005): The Relationship Between Export Assistance and Performance Improvement in Portuguese Export Ventures: An Empirical Test of the Mediating Role of Pricing Strategy Adaptation, in: European Journal of Marketing, Vol. 39, No. 7/8, pp. 755–784.

    Article  Google Scholar 

  • Lages, L.F.; Abrantes, J.L.; Lages, C.R. (2008): The Stratadapt Scale: A Measure of Marketing Strategy Adaptation to International Business Markets, in: International Marketing Review, Vol. 25, No. 5, pp. 584–600.

    Article  Google Scholar 

  • Lee, C.; Griffith, D.A. (2004): The Marketing Strategy-Performance Relationship in an Export-Driven Developing Economy: A Korean Illustration, in: International Marketing Review, Vol. 21, No. 3, pp. 321–334.

    Article  Google Scholar 

  • Lemak, D.J.; Arunthanes, W. (1997): Global Business Strategy: A Contingency Approach, in: Multinational Business Review, Vol. 5, No. 1, pp. 26–37.

    Google Scholar 

  • Leonidou, L.C.; Katsikeas, C.S.; Samiee, S. (2002): Marketing Strategy Determinants of Export Performance. A Meta-Analysis, in: Journal of Business Research, Vol. 55, No. 1, pp. 51–67.

    Article  Google Scholar 

  • Levitt, T. (1983): The Globalization of Markets, in: Harvard Business Review, Vol. 61, No. 3, pp. 92–102.

    Google Scholar 

  • Lim, L.K.S.; Acito, F.; Rusetski, A. (2006): Development of Archetypes of International Marketing Strategy, in: Journal of International Business Studies, Vol. 37, No. 4, pp. 499–524.

    Article  Google Scholar 

  • Littrell, M.A.; Miller, N.J. (2001): Marketing Across Cultures: Consumers’ Perceptions of Product Complexity, Familiarity, and Compatibility, in: Journal of Global Marketing, Vol. 15, No. 1, pp. 67–86.

    Article  Google Scholar 

  • Lockett, A.; Thompson, S.; Morgenstern, U. (2009): The Development of the Resource-Based View of the Firm: A Critical Appraisal, in: International Journal of Management Reviews, Vol. 11, No. 1, pp. 9–28.

    Article  Google Scholar 

  • López, N.V. (2004): Marketing Mix and the Internet: Globalisation or Adaptation?, in: Journal of Euromarketing, Vol. 13, No. 4, pp. 31–58.

    Article  Google Scholar 

  • March, J.G. (2009): A Primer on Decision Making: How Decisions Happen, New York.

    Google Scholar 

  • Maule, A.J.; Hodgkinson, G.P. (2003): Re-Appraising Managers’ Perceptual Errors: A Behavioural Decision-Making Perspective, in: British Journal of Management, Vol. 14, No. 1, pp. 33–37.

    Article  Google Scholar 

  • Melewar, T.C.; Saunders, J. (1999): International Corporate Visual Identity: Standardization or Localization?, in: Journal of International Business Studies, Vol. 30, No. 3, pp. 583–598.

    Article  Google Scholar 

  • Merrilees, B.; Getz, D.; O’Brien, D. (2005): Marketing Stakeholder Analysis. Branding the Brisbane Goodwill Games, in: European Journal of Marketing, Vol. 39, No. 9/10, pp. 1060–1077.

    Article  Google Scholar 

  • Merz, M.A.; He, Y.; Alden, D.L. (2008): A Categorization Approach to Analyzing the Global Consumer Culture Debate, in: International Marketing Review, Vol. 25, No. 2, pp. 166–182.

    Article  Google Scholar 

  • Mezias, J.M.; Starbuck, W.H. (2003): Studying the Accuracy of Managers’ Perceptions: A Research Odyssey, in: British Journal of Management, Vol. 14, No. 1, pp. 3–17.

    Article  Google Scholar 

  • Michell, P.; Lynch, J.; Alabdali, O. (1998): New Perspectives on Marketing Mix Programme Standardisation, in: International Business Review, Vol. 7, No. 6, pp. 617–634.

    Article  Google Scholar 

  • Morschett, D.; Swoboda, B. (2009): Internationales Management aus der Perspektive des Internationalen Distributionsmanagements, in: Oesterle, M.-J.; Schmid, S. (Eds.): Internationales Management. Forschung, Lehre, Praxis, Stuttgart, pp. 653–679.

    Google Scholar 

  • Moscovici, S.; Doise, W. (1995): Conflict and Consensus: A General Theory of Collective Decisions, London.

    Google Scholar 

  • O’Cass, A.; Julian, C. (2003a): Examining Firm and Environmental Influences on Export Marketing Mix Strategy and Export Performance of Australian Exporters, in: European Journal of Marketing, Vol. 37, No. 3/4, pp. 366–384.

    Article  Google Scholar 

  • O’Cass, A.; Julian, C. (2003b): Modelling the Effects of Firm-Specific and Environmental Characteristics on Export Marketing Performance, in: Journal of Global Marketing, Vol. 16, No. 3, pp. 53–74.

    Article  Google Scholar 

  • O’Connor, G.C. (1994): Differences in Marketing Strategies and Operating Efficiencies in Surviving and Failed Organizations, in: Journal of Strategic Marketing, Vol. 2, No. 1, pp. 1–28.

    Article  Google Scholar 

  • O’Donnell, S.; Jeong, I. (2000): Marketing Standardization within Global Industries, in: International Marketing Review, Vol. 17, No. 1, pp. 19–33.

    Article  Google Scholar 

  • Oesterle, M.-J.; Schmid, S. (2009): Bedeutung und Notwendigkeit anwendungsorientierter Forschung im Bereich des Internationalen Management, in: Oesterle, M.-J.; Schmid, S. (Eds.): Internationales Management als Wissenschaft, Stuttgart, pp. 169–197.

    Google Scholar 

  • Okazaki, S.; Taylor, C.R.; Doh, J.P. (2007): Market Convergence and Advertising Standardization in the European Union, in: Journal of World Business, Vol. 42, No. 4, pp. 384–400.

    Article  Google Scholar 

  • Onkvisit, S.; Shaw, J.J. (1999): Standardized International Advertising: Some Research Issues and Implications, in: Journal of Advertising Research, Vol. 39, No. 6, pp. 19–24.

    Google Scholar 

  • Özsomer, A.; Muzzafer, B.; Cavusgil, S.T. (1991): Marketing Standardisation by Multinationals in an Emerging Market, in: European Journal of Marketing, Vol. 25, No. 12, pp. 50–64.

    Article  Google Scholar 

  • Özsomer, A.; Simonin, B.L. (2004): Marketing Program Standardization: A Cross-Country Exploration, in: International Journal of Research in Marketing, Vol. 21, No. 4, pp. 397–419.

    Article  Google Scholar 

  • Pae, J.H.; Samiee, S.; Tai, S. (2002): Global Advertising Strategy, in: International Marketing Review, Vol. 19, No. 2/3, pp. 176–189.

    Article  Google Scholar 

  • Parnell, J.A.; Wright, P.; Tu, H.S. (1996): Beyond the Strategy-Performance Linkage: The Impact of the Strategy-Organization-Environment Fit on Business Performance, in: American Business Review, Vol. 14, No. 2, pp. 41–50.

    Google Scholar 

  • Peng, M.W.; Pleggenkuhle-Miles, E.G. (2009): Current Debates in Global Strategy, in: International Journal of Management Review, Vol. 11, No. 1, pp. 51–68.

    Article  Google Scholar 

  • Pennings, J.M. (1992): Structural Contingency Theory: A Reappraisal, in: Research in Organizational Behavior, Vol. 14, No. 1, pp. 267–309.

    Google Scholar 

  • Perlmutter, H.V. (1969): The Tortuous Evolution of the Multinational Corporation, in: Columbia Journal of World Business, Vol. 4, No. 1, pp. 9–18.

    Google Scholar 

  • Pillai, K.G. (2010): Managers’ Perceptual Errors Revisited: The Role of Knowledge Calibration, in: British Journal of Management, Vol. 21, No. 2, pp. 299–312.

    Google Scholar 

  • Powers, T.L.; Loyka, J.L. (2007): Market, Industry, and Company Influences on Global Product Standardization, in: International Marketing Review, Vol. 24, No. 6, pp. 678–694.

    Article  Google Scholar 

  • Prahalad, C.K.; Doz, Y.L. (1981): An Approach to Strategic Control in MNCs, in: Sloan Management Review, Vol. 22, No. 4, pp. 5–13.

    Google Scholar 

  • Prahalad, C.K.; Doz, Y.L. (1987): The Multinational Mission. Balancing Local Demands and Global Vision, New York/London.

    Google Scholar 

  • Priem, R.L.; Butler, J.E. (2001): Is the Resource-Based “View” a Useful Perspective for Strategic Management Research?, in: Academy of Management Review, Vol. 26, No. 1, pp. 22–40.

    Google Scholar 

  • Rau, P.A.; Preble, J.F. (1987): Standardisation of Marketing Strategy by Multinationals, in: International Marketing Review, Vol. 4, No. 3, pp. 18–28.

    Article  Google Scholar 

  • Robles, F. (2002): The Evolution of Global Portal Strategy, in: Thunderbird International Business Review, Vol. 44, No. 1, pp. 25–46.

    Article  Google Scholar 

  • Roostal, I. (1963): Standardization of Advertising for Western Europe, in: Journal of Marketing, Vol. 27, No. 4, pp. 15–20.

    Article  Google Scholar 

  • Rosenbloom, B.; Larsen, T. (1997): Global Marketing Channels and the Standardization Controversy, in: Journal of Global Marketing, Vol. 11, No. 1, pp. 49–64.

    Article  Google Scholar 

  • Rosenthal, R.; DiMatteo, M.R. (2001): Meta-Analysis: Recent Developments in Quantitative Methods for Literature Reviews, in: Annual Review of Psychology, Vol. 52, No. 1, pp. 59–82.

    Article  Google Scholar 

  • Roth, M.S. (1995): Effects of Global Market Conditions on Brand Image Customization and Brand Performance, in: Journal of Advertising, Vol. 24, No. 4, pp. 55–75.

    Google Scholar 

  • Ryans, J.K.; Griffith, D.A.; White, D.S. (2003): Standardization/Adaptation of International Marketing Strategy. Necessary Conditions for the Advancement of Knowledge, in: International Marketing Review, Vol. 20, No. 6, pp. 588–603.

    Article  Google Scholar 

  • Samiee, S.; Roth, K. (1992): The Influence of Global Marketing Standardization on Performance, in: Journal of Marketing, Vol. 56, No. 2, pp. 1–17.

    Article  Google Scholar 

  • Saunders, J.; Wong, V.; Doyle, P. (1994): The Congruence of Successful International Competitors: A Study of the Marketing Strategies and Organizations of Japanese and US Competitors in the UK, in: Journal of Global Marketing, Vol. 7, No. 3, pp. 41–59.

    Article  Google Scholar 

  • Schilke, O.; Reimann, M.; Thomas, J.S. (2009): When Does International Marketing Standardization Matter to Firm Performance?, in: Journal of International Marketing, Vol. 17, No. 4, pp. 24–46.

    Article  Google Scholar 

  • Schlegelmilch, B.B. (1986): Controlling Country-Specific and Industry-Specific Influences on Export Behaviour, in: European Journal of Marketing, Vol. 20, No. 2, pp. 54–71.

    Article  Google Scholar 

  • Schmid, S.; Kotulla, T (2009a): The Debate on Standardization and Adaptation in International Marketing and Management Research – What Do We Know, What Should We Know? ESCP Europe Working Paper No. 50, ESCP Europe, Berlin.

    Google Scholar 

  • Schmid, S.; Kotulla, T. (2009b): Standardization and Adaptation in International Marketing and Management – From a Critical Literature Analysis to a Theoretical Framework, in: Larimo, J. (Ed.): Strategies and Management of Internationalization and Foreign Operations, Vaasan Yliopiston Julkaisuja, Vaasa, pp. 311–350.

    Google Scholar 

  • Schmid, S.; Kotulla, T. (2011a): Internationale Standardisierung und Differenzierung des Marketing – Ergebnisse einer metaanalytischen Untersuchung, in: Mann, A. (Ed.): Herausforderungen der internationalen marktorientierten Unternehmensführung. Festschrift zum 65. Geburtstag von Reinhard Hünerberg, Wiesbaden, pp. 151–176.

    Google Scholar 

  • Schmid, S.; Kotulla, T. (2011b): 50 Years of Research on International Standardization and Adaptation – From a Systematic Literature Analysis to a Theoretical Framework, in: International Business Review, Vol. 20, No. 5, pp. 491–507.

    Article  Google Scholar 

  • Schmid, S.; Kretschmer, K. (2010): Performance Evaluation of Foreign Subsidiaries: A Review of the Literature and a Contingency Framework, in: International Journal of Management Reviews, Vol. 12, No. 3, pp. 219–258.

    Google Scholar 

  • Schmid, S.; Machulik, M. (2006): What Has Perlmutter Really Written? A Comprehensive Analysis of the EPRG Concept, ESCP-EAP Working Paper No. 16, Berlin.

    Google Scholar 

  • Schmid, S.; Oesterle, M.-J. (2009): Internationales Management als Wissenschaft – Herausforderungen und Zukunftsperspektiven, in: Oesterle, M.-J.; Schmid, S. (Eds.): Internationales Management. Forschung, Lehre, Praxis, Stuttgart, pp. 3–36.

    Google Scholar 

  • Schuh, A. (2000): Global Standardization as a Success Formula for Marketing in Central Eastern Europe?, in: Journal of World Business, Vol. 35, No. 2, pp. 133–148.

    Article  Google Scholar 

  • Shipchandler, Z.E.; Moore, J.S. (2000): Product Customization for the U.S. Market: An Expert System Comparison of British, German, and Japanese Subsidiaries, in: Multinational Business Review, Vol. 8, No. 1, pp. 22–28.

    Google Scholar 

  • Shoham, A. (1996): Marketing-Mix Standardization: Determinants of Export Performance, in: Journal of Global Marketing, Vol. 10, No. 2, pp. 53–73.

    Article  Google Scholar 

  • Shoham, A. (1999): Bounded Rationality, Planning, Standardization of International Strategy, and Export Performance: A Structural Model Examination, in: Journal of International Marketing, Vol. 7, No. 2, pp. 24–50.

    Google Scholar 

  • Shoham, A. (2002): Standardization of International Strategy and Export Performance: A Meta-Analysis, in: Journal of Global Marketing, Vol. 16, No. 1, pp. 97–120.

    Article  Google Scholar 

  • Shoham, A.; Albaum, G. (1994): The Effects of Transfer of Marketing Methods on Export Performance: An Empirical Examination, in: International Business Review, Vol. 3, No. 3, pp. 219–241.

    Article  Google Scholar 

  • Shoham, A.; Brencic, M.M.; Virant, V.; Ruvio, A. (2008): International Standardization of Channel Management and Its Behavioral and Performance Outcomes, in: Journal of International Marketing, Vol. 16, No. 2, pp. 120–151.

    Article  Google Scholar 

  • Shugan, S.M. (2002): In Search of Data: An Editorial, in: Marketing Science, Vol. 21, No. 4, pp. 369–377.

    Article  Google Scholar 

  • Simon, H.A. (1978): Rationality as Process and Product of Thought, in: The American Economic Review, Vol. 68, No. 2, pp. 1–16.

    Google Scholar 

  • Simon, H.A. (1991): Bounded Rationality and Organizational Learning, in: Organization Science, Vol. 2, No. 1, pp. 125–134.

    Article  Google Scholar 

  • Singh, N.; Zhao, H.; Hu, X. (2005): Analyzing the Cultural Content of Web Sites: A Cross-National Comparison of China, India, Japan, and US, in: International Marketing Review, Vol. 22, No. 2, pp. 129–145.

    Article  Google Scholar 

  • Sirisagul, K. (2000): Global Advertising Practices: A Comparative Study, in: Journal of Global Marketing, Vol. 14, No. 3, pp. 77–97.

    Article  Google Scholar 

  • Solberg, C.A. (2000): Educator Insights: Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative, in: Journal of International Marketing, Vol. 8, No. 1, pp. 78–98.

    Article  Google Scholar 

  • Solberg, C.A. (2002): The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance, in: Journal of International Marketing, Vol. 10, No. 3, pp. 1–21.

    Article  Google Scholar 

  • Sorenson, R.Z.; Wiechmann, U.E. (1975): How Multinationals View Marketing Standardization, in: Harvard Business Review, Vol. 53, No. 3, pp. 38–54, p. 167.

    Google Scholar 

  • Sousa, C.M.P.; Bradley, F. (2005): Global Markets: Does Psychic Distance Matter?, in: Journal of Strategic Marketing, Vol. 13, No. 1, pp. 43–59.

    Article  Google Scholar 

  • Sousa, C.M.P.; Bradley, F. (2008): Antecedents of International Pricing Adaptation and Export Performance, in: Journal of World Business, Vol. 43, No. 3, pp. 307–320.

    Article  Google Scholar 

  • Sousa, C.M.P.; Lengler, J. (2009): Psychic Distance, Marketing Strategy and Performance in Export Ventures of Brazilian Firms, in: Journal of Marketing Management, Vol. 25, No. 5/6, pp. 591–610.

    Article  Google Scholar 

  • Starbuck, W.H.; Mezias, J.M. (1996): Opening Pandora’s Box: Studying the Accuracy of Managers’ Perceptions, in: Journal of Organizational Behavior, Vol. 17, No. 2, pp. 99–117.

    Article  Google Scholar 

  • Stewart, D.B. (1997): Domestic Competitive Strategy and Export Marketing Strategy: The Impact of Fit on the Degree of Internationalisation of SMEs, in: Journal of Marketing Management, Vol. 13, No. 1, pp. 105–117.

    Article  Google Scholar 

  • Subramaniam, M.; Hewett, K. (2004): Balancing Standardization and Adaptation for Product Performance in International Markets: Testing the Influence of Headquarters-Subsidiary Contact and Cooperation, in: Management International Review, Vol. 44, No. 2, pp. 171–194.

    Google Scholar 

  • Suri, R.; Anderson, R.E.; Kotlov, V. (2004): The Use of 9-Ending Prices: Contrasting the USA With Poland, in: European Journal of Marketing, Vol. 38, No. 1, pp. 56–72.

    Article  Google Scholar 

  • Tai, S.H.C.; Pae, J.H. (2002): Effects of TV Advertising on Chinese Consumers: Local Versus Foreign-Sourced Commercials, in: Journal of Marketing Management, Vol. 18, No. 1, pp. 49–72.

    Article  Google Scholar 

  • Taylor, C.R.; Okazaki, S. (2006): Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries' Advertising Practices in the European Union, in: Journal of International Marketing, Vol. 14, No. 1, pp. 98–120.

    Article  Google Scholar 

  • Theodosiou, M.; Katsikeas, C.S. (2001): Factors Influencing the Degree of International Pricing Strategy Standardization of Multinational Corporations, in: Journal of International Marketing, Vol. 9, No. 3, pp. 1–18.

    Article  Google Scholar 

  • Theodosiou, M.; Leonidou, L.C. (2003): Standardization versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research, in: International Business Review, Vol. 12, No. 2, pp. 141–171.

    Article  Google Scholar 

  • Tixier, M. (2005): Globalization and Localization of Contents: Evolution of Major Internet Sites Across Sectors of Industry, in: Thunderbird International Business Review, Vol. 47, No. 1, pp. 15–48.

    Article  Google Scholar 

  • Venkatraman, N. (1989): The Concept of Fit in Strategy Research: Toward Verbal and Statistical Correspondence, in: Academy of Management Review, Vol. 14, No. 3, pp. 423–444.

    Google Scholar 

  • Venkatraman, N.; Camillus, J.C. (1984): Exploring the Concept of “Fit” in Strategic Management, in: Academy of Management Review, Vol. 9, No. 3, pp. 513–525.

    Google Scholar 

  • Viswanathan, N.K.; Dickson, P.R. (2007): The Fundamentals of Standardizing Global Marketing Strategy, in: International Marketing Review, Vol. 24, No. 1, pp. 46–63.

    Article  Google Scholar 

  • Vrontis, D.; Thrassou, A.; Lamprianou, I. (2009): International Marketing Adaptation Versus Standardisation of Multinational Companies, in: International Marketing Review, Vol. 26, No. 4, pp. 477–500.

    Article  Google Scholar 

  • Webster, F.E.; Wind, Y. (1972): Organizational Buying Behavior, New Jersey.

    Google Scholar 

  • Westbrook, R.A.; Reilly, M.D. (1983): Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction, in: Advances in Consumer Research, Vol. 10, No. 1, pp. 256–261.

    Google Scholar 

  • Wong, H.Y.; Merrilees, B. (2008): Determinants of SME International Marketing Communications, in: Journal of Global Marketing, Vol. 21, No. 4, pp. 293–305.

    Article  Google Scholar 

  • Xu, S.; Cavusgil, S.T.; White, J.C. (2006): The Impact of Strategic Fit Among Strategy, Structure, and Processes on Multinational Corporation Performance: A Multimethod Assessment, in: Journal of International Marketing, Vol. 14, No. 2, pp. 1–31.

    Article  Google Scholar 

  • Yamin, M.; Altunisik, R. (2003): A Comparison of Satisfaction Outcomes Associated With Adapted and Non-Adapted Products. Domestic Versus Imported Washing Machines in Turkey, in: International Marketing Review, Vol. 20, No. 6, pp. 604–620.

    Article  Google Scholar 

  • Zeithaml, V.A.; Varadarajan, P.R.; Zeithaml, C.P. (1988): The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing, in: European Journal of Marketing, Vol. 22, No. 7, pp. 37–64.

    Article  Google Scholar 

  • Zentes, J.; Schramm-Klein, H. (2009): Internationales Management aus der Perspektive des Internationalen Marketings, in: Oesterle, M.-J.; Schmid, S. (Eds.): Internationales Management. Forschung, Lehre, Praxis, Stuttgart, pp. 619–652.

    Google Scholar 

  • Zentes, J.; Swoboda, B.; Schramm-Klein, H. (2010): Internationales Marketing, 2nd ed., Munich.

    Google Scholar 

  • Zou, S.; Cavusgil, S.T. (2002): The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance, in: Journal of Marketing, Vol. 66, No. 4, pp. 40–56.

    Article  Google Scholar 

Download references

Authors
  1. Stefan Schmid
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Thomas Kotulla
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Saarbrücken, Deutschland

    Joachim Zentes

Rights and permissions

Reprints and permissions

Copyright information

© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Schmid, S., Kotulla, T. (2012). To standardize or to adapt? – A comprehensive review and assessment of the literature. In: Zentes, J. (eds) Markteintrittsstrategien. mir-Edition. Gabler Verlag. https://doi.org/10.1007/978-3-8349-3504-5_3

Download citation

Publish with us

Policies and ethics

Search

Navigation