IDEAS home Printed from https://ideas.repec.org/a/sbr/abstra/v57y2005i3p198-228.html
   My bibliography  Save this article

International Marketing Standardization and Financial Performance of Mobile Net-work Operators – An Empirical Analysis

Author

Listed:
  • Torsten J. Gerpott
  • Nejc M. Jakopin

Abstract

This study explores the degrees to which service firms standardize marketing in¬struments in their foreign subsidiaries. It also analyzes associations between interna¬tional standardization of marketing instruments and company financial performance criteria in an industry study of mobile network operators. 15 mobile network operator corporations with substantial interna-tional business activities and 65 of their respective foreign majority-controlled affiliates were included in the empirical analysis. Results show that levels of international marketing stan-dardization vary substantially among the four program areas of the marketing mix. Product policy is most standardized in¬ternationally with an unweighted index value of 60.47%, while pricing procedures still reach a level of 54.07%. International standardization of distribution (42.19%) and promotion policy (33.33%) is significantly lower. No significant relations be-tween interna¬tional marketing standardization and performance of mobile network operators were found at the corporate level of analysis. However, at the subsidiary level of analysis in¬ternational product standardization and, to a lesser degree, price standard¬ization are signifi-cantly and positively related to the foreign affiliates’ EBITDA margin and market share when the PLS approach is used to construct latent standardization measures comprising weighted additive combinations of various marketing mix indi¬cators.

Suggested Citation

  • Torsten J. Gerpott & Nejc M. Jakopin, 2005. "International Marketing Standardization and Financial Performance of Mobile Net-work Operators – An Empirical Analysis," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 57(3), pages 198-228, July.
  • Handle: RePEc:sbr:abstra:v:57:y:2005:i:3:p:198-228
    as

    Download full text from publisher

    File URL: http://www.vhb.de/sbr/pdfarchive.html
    Download Restriction: no

    Citations

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


    Cited by:

    1. repec:spr:manint:v:53:y:2013:i:5:d:10.1007_s11575-013-0172-5 is not listed on IDEAS

    More about this item

    Keywords

    Adaptation; International Marketing; Mobile Network Operators; Partial Least Squares; Standardization; Telecommunication Services.;

    JEL classification:

    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:sbr:abstra:v:57:y:2005:i:3:p:198-228. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (sbr). General contact details of provider: http://edirc.repec.org/data/fbmunde.html .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.