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| Author: | Özsomer, A. Simonin, B.L. |
| Title: | Marketing program standardization: a cross-country exploration |
| Journal: | International Journal of Research in Marketing
2004 : VOL. 21:4, p.397-419 |
| Index terms: | Centralisation Marketing management Projects Subsidiary companies |
| Freeterms: | Marketing standardization |
| Language: | eng |
| Abstract: | The paper explores the antecedents and consequences of marketing program standardization in subsidiaries of multinational corporations by contrasting the case of a lead market and of an emerging market. The findings show that marketing program standardization is positively related to performance and that centralization of nonproduct decision is negatively related to performance. |
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