This chapter intends to present the main concepts and contingency factors pertaining to marketing-mix standardization/adaptation on international markets, their conceptual status in relation to each other as well as, based on previous theoretical and empirical works, to develop hypotheses to be tested on empirical grounds. In Chapter 3.1, the marketing-mix elements are introduced conceptually from an international marketing standardization perspective. Additionally, empirical findings are reviewed. In Chapter 3.2, four categories of contingency factors of standardization, identified in past research, will be presented: macro-environmental, micro-environmental, product related and organizational factors, while performance implications of marketing-mix standardization will be drawn in Chapter 3.3 (see Figure 5).


Foreign Market Contingency Factor International Marketing Consumer Durable Consumer Characteristic 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Roxana Codita

There are no affiliations available

Personalised recommendations