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International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy

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  • Peter G P Walters

    (University of South Carolina.)

Abstract

A fundamental question in international marketing concerns the desirability and feasibility of standardizing marketing programs and procedures internationally. The primary objective of this paper is to present an overview and evaluation of the standardization debate. Central issues of interest include a discussion of the standardization construct and an evaluation of the evidence regarding corporate implementation of standardization strategies.© 1986 JIBS. Journal of International Business Studies (1986) 17, 55–69

Suggested Citation

  • Peter G P Walters, 1986. "International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(2), pages 55-69, June.
    • Handle: RePEc:pal:jintbs:v:17:y:1986:i:2:p:55-69
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    Cited by:

    1. Vuylsteke, Alexander & Wen, Zhong & Baesens, Bart & Poelmans, Jonas, 2010. "Consumers' Search for Information on the Internet: How and Why China Differs from Western Europe," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 309-331.
    2. Gabrielsson, P. & Gabrielsson, M., 2004. "Globalizing internationals: business portfolio and marketing strategies in the ICT field," International Business Review, Elsevier, vol. 13(6), pages 661-684, December.
    3. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
    4. Khan, M. Sajid & Naumann, Earl & Haverila, Matti J., 2014. "The problem with standardizing international market research: A case study from B2B services," Australasian marketing journal, Elsevier, vol. 22(2), pages 84-92.
    5. Kotler, Philip & Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2019. "Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions," International Business Review, Elsevier, vol. 28(3), pages 482-498.
    6. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    7. Douglas Dow & Peter Liesch & Lawrence Welch, 2018. "Inertia and Managerial Intentionality: Extending the Uppsala Model," Management International Review, Springer, vol. 58(3), pages 465-493, June.
    8. Wu, Chih-Wen, 2016. "The international marketing strategy modeling of leisure farm," Journal of Business Research, Elsevier, vol. 69(4), pages 1345-1350.
    9. Hossein Nezakati, 2013. "Globalization and Consumer Behavior: Global Marketing Strategies Implication-Homogeneity and Heterogeneity (Preliminary Study)," Journal of Social and Development Sciences, AMH International, vol. 4(1), pages 1-5.
    10. Luis Filipe Lages & Sandy D. Jap, 2002. "A contingency approach to marketing mix adaptation and performance in international marketing relationships," Nova SBE Working Paper Series wp411, Universidade Nova de Lisboa, Nova School of Business and Economics.
    11. 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.
    12. Quester, P. G. & Conduit, J., 1996. "Standardisation, centralisation and marketing in multinational companies," International Business Review, Elsevier, vol. 5(4), pages 395-421, August.
    13. Ozturk, Ayse & Cavusgil, S. Tamer, 2019. "Global convergence of consumer spending: Conceptualization and propositions," International Business Review, Elsevier, vol. 28(2), pages 294-304.
    14. Chung, Henry F.L. & Rose, Ellen & Huang, Pei-how, 2012. "Linking international adaptation strategy, immigrant effect, and performance: The case of home–host and cross-market scenario," International Business Review, Elsevier, vol. 21(1), pages 40-58.
    15. Parthajit Doley & Mithun J. Sharma, 2020. "Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries," Global Business Review, International Management Institute, vol. 21(6), pages 1406-1426, December.
    16. 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.

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