IDEAS home Printed from https://ideas.repec.org/a/eee/worbus/v60y2025i1s1090951624000774.html
   My bibliography  Save this article

International product adaptation and performance: A systematic analysis of the literature and agenda for future research

Author

Listed:
  • Tsougkou, Eleni
  • Cadogan, John W.
  • Boso, Nathaniel
  • Hodgkinson, Ian R.
  • Oliveira, João S.
  • Laukkanen, Tommi
  • Yazdani, Nahid
  • Story, Vicky M.

Abstract

There is a lack of consensus on what the international product adaptation (IPA) concept involves, and only a partial understanding of its outcomes. Our analysis of the IPA-performance link uncovers, for the first time, the multidimensional nature of IPA. We show how the operational approaches used to explore IPA change its meaning across studies, demonstrate that IPA has different impacts across performance types, and highlight the range of mechanisms governing IPA's performance relationships. We present a set of issues that need to be accounted for to build a better theory of IPA's performance consequences, and a roadmap for future research.

Suggested Citation

  • Tsougkou, Eleni & Cadogan, John W. & Boso, Nathaniel & Hodgkinson, Ian R. & Oliveira, João S. & Laukkanen, Tommi & Yazdani, Nahid & Story, Vicky M., 2025. "International product adaptation and performance: A systematic analysis of the literature and agenda for future research," Journal of World Business, Elsevier, vol. 60(1).
    • Handle: RePEc:eee:worbus:v:60:y:2025:i:1:s1090951624000774
    DOI: 10.1016/j.jwb.2024.101597
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1090951624000774
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jwb.2024.101597?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    References listed on IDEAS

    as
    1. Claudio Carpano & James J Chrisman & Kendall Roth, 1994. "International Strategy and Environment: An Assessment of the Performance Relationship," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 639-656, September.
    2. Nathaniel Boso & Pejvak Oghazi & Magnus Hultman, 2017. "International entrepreneurial orientation and regional expansion," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 29(1-2), pages 4-26, January.
    3. Ruth V. Aguilera & Valentina Marano & Ilir Haxhi, 2019. "International corporate governance: A review and opportunities for future research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(4), pages 457-498, June.
    4. Navarro, Antonio & Losada, Fernando & Ruzo, Emilio & Díez, José A., 2010. "Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance," Journal of World Business, Elsevier, vol. 45(1), pages 49-58, January.
    5. Linda Hui Shi & J Chris White & Shaoming Zou & S Tamer Cavusgil, 2010. "Global account management strategies: Drivers and outcomes," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(4), pages 620-638, May.
    6. James J Ward, 1973. "Product and Promotion Adaptation by European Firms in the U.S," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 4(1), pages 79-85, March.
    7. Luis Filipe Lages & Sandy D Jap & David A Griffith, 2008. "The role of past performance in export ventures: a short-term reactive approach," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(2), pages 304-325, March.
    8. Christofi, Michael & Pereira, Vijay & Vrontis, Demetris & Tarba, Shlomo & Thrassou, Alkis, 2021. "Agility and flexibility in international business research: A comprehensive review and future research directions," Journal of World Business, Elsevier, vol. 56(3).
    9. Swoboda, Bernhard & Morbe, Lukas & Hirschmann, Johannes, 2018. "International strategy’s effects on retailers’ local implementation and performance," International Business Review, Elsevier, vol. 27(3), pages 642-653.
    10. Knight, Gary A., 2001. "Entrepreneurship and strategy in the international SME," Journal of International Management, Elsevier, vol. 7(3), pages 155-171.
    11. Myers, Matthew B. & Droge, Cornelia & Cheung, Mee Shew, 2007. "The fit of home to foreign market environment: An exploratory study of the relationship of congruence to performance," Journal of World Business, Elsevier, vol. 42(2), pages 170-183, June.
    12. Robert G Cooper & Elko J Kleinschmidt, 1985. "The Impact of Export Strategy on Export Sales Performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 16(1), pages 37-55, March.
    13. Douglas Dow, 2006. "Adaptation and performance in foreign markets: evidence of systematic under-adaptation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 37(2), pages 212-226, March.
    14. Debellis, Francesco & Rondi, Emanuela & Plakoyiannaki, Emmanuella & De Massis, Alfredo, 2021. "Riding the waves of family firm internationalization: A systematic literature review, integrative framework, and research agenda," Journal of World Business, Elsevier, vol. 56(1).
    15. 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.
    16. 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.
    17. Navarro-García, Antonio & Arenas-Gaitán, Jorge & Javier Rondán-Cataluña, F. & Rey-Moreno, Manuel, 2016. "Global model of export performance: Moderator role of export department," Journal of Business Research, Elsevier, vol. 69(5), pages 1880-1886.
    18. 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.
    19. Heather Berry & Aseem Kaul, 2022. "Disaggregating Multinationality: An Empirical Examination of Aggregation, Adaptation, and Arbitrage Activities by U.S. Multinational Corporations," Strategy Science, INFORMS, vol. 7(2), pages 90-105, June.
    20. Efrat, Kalanit & Gilboa, Shaked & Yonatany, Moshe, 2017. "When marketing and innovation interact: The case of born-global firms," International Business Review, Elsevier, vol. 26(2), pages 380-390.
    21. Lance E. Brouthers & George Nakos, 2005. "The Role of Systematic International Market Selection on Small Firms’ Export Performance," Journal of Small Business Management, Taylor & Francis Journals, vol. 43(4), pages 363-381, October.
    22. Preet S. Aulakh & F. Esra Gençtürk, 2008. "Contract Formalization and Governance of Exporter–Importer Relationships," Journal of Management Studies, Wiley Blackwell, vol. 45(3), pages 457-479, May.
    23. Wu, Chih-Wen, 2011. "Global marketing strategy modeling of high tech products," Journal of Business Research, Elsevier, vol. 64(11), pages 1229-1233.
    24. Aguilera, Ruth V. & Crespí-Cladera, Rafel & Infantes, Paula M. & Pascual-Fuster, Bartolomé, 2020. "Business groups and internationalization: Effective identification and future agenda," Journal of World Business, Elsevier, vol. 55(4).
    25. Sinkovics, Noemi & Reuber, A. Rebecca, 2021. "Beyond disciplinary silos: A systematic analysis of the migrant entrepreneurship literature," Journal of World Business, Elsevier, vol. 56(4).
    26. Wang, Tao & Gao, Jie & Jia, Yu & Wang, Cheng Lu, 2022. "The double-edged sword effect of adaptation strategy on performance: The mediation of legitimacy and synergy," Journal of Business Research, Elsevier, vol. 139(C), pages 448-456.
    27. Avinash Mainkar & Michael Lubatkin & William S. Schulze, 2006. "Toward a product proliferation theory of entry barriers," Post-Print hal-02311779, HAL.
    28. Nath, Pravin & Kirca, Ahmet H. & Kim, Saejoon & Andras, Trina Larsen, 2019. "The Effects of Retail Banner Standardization on the Performance of Global Retailers," Journal of Retailing, Elsevier, vol. 95(3), pages 30-46.
    29. Zahoor, Nadia & Khan, Zaheer & Shenkar, Oded, 2023. "International vertical alliances within the international business field: A systematic literature review and future research agenda," Journal of World Business, Elsevier, vol. 58(1).
    30. Walheiser, Dennis & Schwens, Christian & Steinberg, Philip J. & Cadogan, John W., 2021. "Greasing the wheels or blocking the path? Organizational structure, product innovativeness, and new product success☆," Journal of Business Research, Elsevier, vol. 126(C), pages 489-503.
    31. Kotabe, Masaaki & Wheiler, Kent W., 1998. "Perceptions of anticompetitive practices in Japan and the market performance of foreign firms," Journal of International Management, Elsevier, vol. 4(3), pages 173-200, November.
    32. Masaaki Kotabe & Glenn S Omura, 1989. "Sourcing Strategies of European and Japanese Multinationals: A Comparison," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 20(1), pages 113-130, March.
    33. Calantone, Roger J. & Kim, Daekwan & Schmidt, Jeffrey B. & Cavusgil, S. Tamer, 2006. "The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparison," Journal of Business Research, Elsevier, vol. 59(2), pages 176-185, February.
    34. Mohan Subramaniam & N. Venkatraman, 2001. "Determinants of transnational new product development capability: testing the influence of transferring and deploying tacit overseas knowledge," Strategic Management Journal, Wiley Blackwell, vol. 22(4), pages 359-378, April.
    35. William E. Baker & Amir Grinstein & Marcelo G. Perin, 2020. "The Impact of Entrepreneurial Orientation on Foreign Market Entry: the Roles of Marketing Program Adaptation, Cultural Distance, and Unanticipated Events," Journal of International Entrepreneurship, Springer, vol. 18(1), pages 63-91, March.
    36. Dirk Ulrich Gilbert & Patrick Heinecke, 2014. "Success Factors of Regional Strategies for Multinational Corporations: Exploring the Appropriate Degree of Regional Management Autonomy and Regional Product/Service Adaptation," Management International Review, Springer, vol. 54(5), pages 615-651, October.
    37. Ponomareva, Yuliya & Uman, Timur & Bodolica, Virginia & Wennberg, Karl, 2022. "Cultural diversity in top management teams: Review and agenda for future research," Journal of World Business, Elsevier, vol. 57(4).
    38. Shipchandler, Zoher E. & Terpstra, Vern & Shaheen, David, 1994. "A study of marketing strategies of European and Japanese firms manufacturing in the US," International Business Review, Elsevier, vol. 3(3), pages 181-199, September.
    39. Kaynak, Erdener & Kuan, Wellington Kang-yen, 1993. "Environment, strategy, structure, and performance in the context of export activity: An empirical study of Taiwanese manufacturing firms," Journal of Business Research, Elsevier, vol. 27(1), pages 33-49, May.
    40. Kingsley, Allison F. & Noordewier, Thomas G. & Vanden Bergh, Richard G., 2017. "Overstating and understating interaction results in international business research," Journal of World Business, Elsevier, vol. 52(2), pages 286-295.
    41. Tom Meyvis & Stijn M J Van Osselaer & Dahl DarrenEditor & Eileen FischerEditor & Gita JoharEditor & Vicki MorwitzEditor, 2018. "Increasing the Power of Your Study by Increasing the Effect Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1157-1173.
    42. Gaur, Ajai & Kumar, Mukesh, 2018. "A systematic approach to conducting review studies: An assessment of content analysis in 25years of IB research," Journal of World Business, Elsevier, vol. 53(2), pages 280-289.
    43. Khan, Huda, 2020. "Is marketing agility important for emerging market firms in advanced markets?," International Business Review, Elsevier, vol. 29(5).
    44. 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.
    45. Hollender, Lina & Zapkau, Florian B. & Schwens, Christian, 2017. "SME foreign market entry mode choice and foreign venture performance: The moderating effect of international experience and product adaptation," International Business Review, Elsevier, vol. 26(2), pages 250-263.
    46. 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.
    47. Claudio Giachetti, 2016. "Competing in Emerging Markets: Performance Implications of Competitive Aggressiveness," Management International Review, Springer, vol. 56(3), pages 325-352, June.
    48. Lance Eliot Brouthers & Edward O’Donnell & Dawn L. Keig, 2013. "Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance," Management International Review, Springer, vol. 53(5), pages 687-710, October.
    49. Busnaina, Izzudin & Woodall, Tony, 2015. "Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy," International Business Review, Elsevier, vol. 24(5), pages 781-797.
    50. Anthony Goerzen & Shige Makino, 2007. "Multinational corporation internationalization in the service sector: a study of Japanese trading companies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(7), pages 1149-1169, December.
    51. Katharina Bauer & Stephanie Krinner & Roland Helm & Katharina Raabe, 2020. "Product Development Capabilities: Exploring Mediating And Moderating Links Between International Product Adaptation And Industrial Manufacturers’ Business Performance," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(07), pages 1-37, October.
    52. Stav Fainshmidt & Michael A Witt & Ruth V Aguilera & Alain Verbeke, 2020. "The contributions of qualitative comparative analysis (QCA) to international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 455-466, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Hollender, Lina & Zapkau, Florian B. & Schwens, Christian, 2017. "SME foreign market entry mode choice and foreign venture performance: The moderating effect of international experience and product adaptation," International Business Review, Elsevier, vol. 26(2), pages 250-263.
    3. Yang Liu & Yongjiang Shi, 2017. "Understanding International Product Strategy In Multinational Corporations Through New Product Development Approaches And Evolution," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(07), pages 1-23, October.
    4. 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.
    5. 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.
    6. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    7. Carneiro, Jorge & da Silva, Jorge Ferreira & da Rocha, Angela, 2011. "Strategic profiles of Brazilian exporters and performance implications," Journal of Business Research, Elsevier, vol. 64(3), pages 250-257, March.
    8. Qun Tan & Carlos M. P. Sousa, 2013. "International Marketing Standardization," Management International Review, Springer, vol. 53(5), pages 711-739, October.
    9. Karaevli, Ayse & Yurtoglu, B. Burcin, 2021. "Family ownership, market development, and internationalization of Turkish business groups (1925-2017)," Journal of World Business, Elsevier, vol. 56(6).
    10. Leonidou, Leonidas C. & Katsikeas, Constantine S., 2010. "Integrative assessment of exporting research articles in business journals during the period 1960-2007," Journal of Business Research, Elsevier, vol. 63(8), pages 879-887, August.
    11. Zahoor, Nadia & Khan, Zaheer & Shenkar, Oded, 2023. "International vertical alliances within the international business field: A systematic literature review and future research agenda," Journal of World Business, Elsevier, vol. 58(1).
    12. Hultman, Magnus & Oghazi, Pejvak, 2024. "On the (in)effectiveness of standardized versus adapted international promotion strategies: Evidence from entrepreneurial firms," Journal of Business Research, Elsevier, vol. 170(C).
    13. Ângelo Miguel R. Cabral & Fernando Manuel P. O. Carvalho & José António Vasconcelos Ferreira, 2020. "International Performance of SMEs’ International Strategic Groups," Administrative Sciences, MDPI, vol. 10(3), pages 1-24, September.
    14. Nave, Edgar & Ferreira, João J. & Carneiro, Jorge, 2024. "International entrepreneurial orientation and early internationalisation of SMEs: Does international networking orientation with competitors and non-competitors make a difference?," Journal of International Management, Elsevier, vol. 30(4).
    15. Navarro-García, Antonio & Ledesma-Chaves, Pablo & Gil-Cordero, Eloy & De-Juan-Vigaray, María Dolores, 2024. "Intangible resources, static and dynamic capabilities and perceived competitive advantage in exporting firms. A PLS-SEM/fsQCA approach," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    16. Insik Jeong & Jong-Ho Lee & Eunmi Kim, 2019. "Determinants of brand localization in international markets," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 75-100, March.
    17. Xuenan Ju & Yuan Cheng & Zuohao Hu & Mengyuan Lv & Xi Chen, 2015. "Determinants and consequences of price-leadership strategy: Evidence from Chinese manufacturer exporters," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 81-111, October.
    18. Wang, Tao & Gao, Jie & Jia, Yu & Wang, Cheng Lu, 2022. "The double-edged sword effect of adaptation strategy on performance: The mediation of legitimacy and synergy," Journal of Business Research, Elsevier, vol. 139(C), pages 448-456.
    19. Navarro-García, Antonio & Sánchez-Franco, Manuel J. & Rey-Moreno, Manuel, 2016. "Relational governance mechanisms in export activities: Their determinants and consequences," Journal of Business Research, Elsevier, vol. 69(11), pages 4750-4756.
    20. Athanasios Bizmpiroulas & Konstantinos Rotsios & Georgios Kartsiotis, 2014. "Determinant of Export Success Factors: The Perception of Greek Food and Drink Export Companies," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 77-98.

    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:worbus:v:60:y:2025:i:1:s1090951624000774. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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/620401/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.