IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v3y1994i3p219-241.html
   My bibliography  Save this article

The effects of transfer of marketing methods on export performance: an empirical examination

Author

Listed:
  • Shoham, Aviv
  • Albaum, Gerald

Abstract

The debate about standardization versus adaptation for foreign market has received increased attention in the literature since the early 1980s. This increase is due in part to the globalization of markets for many goods and services. Largely ignored in the rhetoric has been the issue of transference of marketing strategies and tactics. This is especially apparent with regards to empirical studies on this issue. The little research that has been done on transference has centered on advertising. This paper extends the research base to other elements of the marketing mix and assesses the relations between these elements and performance. Owing to the friction that exists between headquarters and subsidiaries or foreign intermediaries, this paper proposes that adaptation of strategies enhances performance, whereas transference reduces performance. As such, the study answers Jain's (Jain, S.C. (1989) Journal of Marketing, Vol. 53, January, pp. 70-79) call for empirical examinations of the relations between adaptation and performance.

Suggested Citation

  • Shoham, Aviv & Albaum, Gerald, 1994. "The effects of transfer of marketing methods on export performance: an empirical examination," International Business Review, Elsevier, vol. 3(3), pages 219-241, September.
    • Handle: RePEc:eee:iburev:v:3:y:1994:i:3:p:219-241
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/0969593194900035
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Walters, Peter G.P. & Whitla, Paul & Davies, Howard, 2008. "Global strategy in the international advertising industry," International Business Review, Elsevier, vol. 17(3), pages 235-249, June.
    2. Theodosiou, Marios & Leonidou, Leonidas C., 2003. "Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research," International Business Review, Elsevier, vol. 12(2), pages 141-171, April.
    3. Leonidou, Leonidas C. & Katsikeas, Constantine S. & Samiee, Saeed, 2002. "Marketing strategy determinants of export performance: a meta-analysis," Journal of Business Research, Elsevier, vol. 55(1), pages 51-67, January.
    4. Chung, Henry Fuan-Lin, 2004. "An empirical investigation of immigrant effects: the experience of firms operating in the emerging markets," International Business Review, Elsevier, vol. 13(6), pages 705-728, December.
    5. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    6. Luis Filipe Lages & Cristiana Raquel Lages, 2003. "The MIXADAPT scale: a measure of marketing mix adaptation to the foreign market," Nova SBE Working Paper Series wp429, Universidade Nova de Lisboa, Nova School of Business and Economics.
    7. Schmid, Stefan & Kotulla, Thomas, 2011. "50 years of research on international standardization and adaptation--From a systematic literature analysis to a theoretical framework," International Business Review, Elsevier, vol. 20(5), pages 491-507, October.
    8. Gabrielsson, Peter & Gabrielsson, Mika & Gabrielsson, Hannele, 2008. "International advertising campaigns in fast-moving consumer goods companies originating from a SMOPEC country," International Business Review, Elsevier, vol. 17(6), pages 714-728, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:3:y:1994:i:3:p:219-241. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.