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| Author: | Katsikeas, C.S. Samiee, S. Theodosiou, M. |
| Title: | Strategy fit and performance consequences of international marketing standardization |
| Journal: | Strategic Management Journal
2006 : SEP, VOL. 27:9, p. 867-890 |
| Index terms: | international marketing performance measurement standards strategy |
| Language: | eng |
| Abstract: | This paper discusses a long-lasting debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Using strategic fit as the theoretical ground for analysis, the authors explore international marketing strategy for a specific product or line within subsidiaries of U.S., Japanese, and German multinational corporations operating in the U.K. It is shown that degree of strategy standardization is notably related to similarity between markets with respect to regulatory environments, technological intensity and velocity, customs and traditions, customer characteristics, a product's stage in its life cycle, and competitive intensity. |
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