haku: @author Roth, K. / yhteensä: 18
viite: 13 / 18
| Tekijä: | Samiee, S. Roth, K. |
| Otsikko: | The influence of global marketing standardization on performance |
| Lehti: | Journal of Marketing
1992 : APR, VOL. 56:2, p. 1-17 |
| Asiasana: | MARKETING INTERNATIONALIZATION STANDARDS MARKET SEGMENTATION TASK PERFORMANCE |
| Kieli: | eng |
| Tiivistelmä: | From a theoretical perspective, the central consideration in pursuing global standardization involves market definition and market segmentation. An empirical investigation of the differences between firms that emphasize global standardization was conducted within the global industry context. The influence of global standardization on technology, the product life cycle, marketing and strategy measures, and business unit performance was examined. The results indicate that market coverage and capacity utilization are important consideratons for firms emphasizing global standardization. However, in the area of performance, no difference is observed due to global standardization. |
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