| Author: | Jain, S. C. |
| Title: | Standardization of international marketing strategy |
| Journal: | Journal of Marketing
1989 : JAN, VOL.53:1, p.70-79 |
| Index terms: | TECHNOLOGY TRANSFER DIFFUSION TECHNOLOGICAL INNOVATION HIGH TECHNOLOGY COMPETITION |
| Language: | eng |
| Abstract: | Aspects of international marketing strategy are discussed. Literature about the problem is reviewed. Standardization of international marketing strategy is defined as using a common product, price, distribution, and promotion program on a worldwide basis. A research agenda is established on the standardization issue. A framework is introduced for this purpose. Various factors affecting standardization are critically examined. Research propositions for establishing a research agenda on the standardization issue are developed around these factors. The degree of standardization feasible in a particular case and its impact on performance in program markets are discussed. Managerial implications are provided. |
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