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Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research

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  1. Qun Tan & Carlos M. P. Sousa, 2013. "International Marketing Standardization," Management International Review, Springer, vol. 53(5), pages 711-739, October.
  2. Wang, Min & Huang, Hongfu & Liu, Feng, 2023. "To adapt or to standardize? Cross-market green product design under parallel importation impact," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 174(C).
  3. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
  4. Morten Rask, 2014. "Internationalization through business model innovation: In search of relevant design dimensions and elements," Journal of International Entrepreneurship, Springer, vol. 12(2), pages 146-161, June.
  5. Burt, Steve & Johansson, Ulf & Thelander, Åsa, 2011. "Standardized marketing strategies in retailing? IKEA’s marketing strategies in Sweden, the UK and China," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 183-193.
  6. Gnizy, Itzhak, 2019. "The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes," Journal of Business Research, Elsevier, vol. 105(C), pages 214-226.
  7. Carla Hapsari & Jol Stoffers & Agus Gunawan, 2017. "The Influence of Perceived Cultural and Business Distance on International Marketing Strategy Decisions; A Case Study of Telkom Indonesia International," International Review of Management and Marketing, Econjournals, vol. 7(3), pages 238-245.
  8. Getie Andualem Imiru, 2021. "The Effect of Export Promotion Programs on Export Performance with the Mediating Role of Marketing Implementation Capability: An Empirical Study on Exporting Companies in Ethiopia," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(2), pages 1-36, June.
  9. Mansour Lotayif, 2017. "Covering International Marketing Influences on Firm International Performance: Evidences from GCC," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(8), pages 274-274, July.
  10. 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.
  11. Boehe, Dirk & Jiménez, Alfredo, 2018. "Does the sequencing of related and unrelated export diversification matter? Evidence from Colombian exporters," International Business Review, Elsevier, vol. 27(6), pages 1141-1149.
  12. Ipsmiller, Edith & Dikova, Desislava & Brouthers, Keith D., 2022. "Digital Internationalization of Traditional Firms: Virtual Presence and Entrepreneurial Orientation," Journal of International Management, Elsevier, vol. 28(4).
  13. Khan, Huda, 2020. "Is marketing agility important for emerging market firms in advanced markets?," International Business Review, Elsevier, vol. 29(5).
  14. Sjoerd Beugelsdijk, 2022. "Capitalizing on the uniqueness of international business: Towards a theory of place, space, and organization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(9), pages 2050-2067, December.
  15. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
  16. Stoian, Maria-Cristina & Rialp, Alex & Rialp, Josep, 2011. "Export performance under the microscope: A glance through Spanish lenses," International Business Review, Elsevier, vol. 20(2), pages 117-135, April.
  17. 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.
  18. 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.
  19. Chatzipanagiotou, Kalliopi & Christodoulides, George & Veloutsou, Cleopatra, 2019. "Managing the consumer-based brand equity process: A cross-cultural perspective," International Business Review, Elsevier, vol. 28(2), pages 328-343.
  20. W. To & Joyce Tam & Millissa Cheung, 2013. "Explore how Chinese consumers evaluate retail service quality and satisfaction," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 121-142, March.
  21. Bouguerra, Abderaouf & Gölgeci, Ismail & Gligor, David M. & Tatoglu, Ekrem, 2021. "How do agile organizations contribute to environmental collaboration? Evidence from MNEs in Turkey," Journal of International Management, Elsevier, vol. 27(1).
  22. 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.
  23. Lafuente, Esteban & Vaillant, Yancy & Alvarado, Marco & Mora-Esquivel, Ronald & Vendrell-Herrero, Ferran, 2021. "Experience as a catalyst of export destinations: The ambidextrous connection between international experience and past entrepreneurial experience," International Business Review, Elsevier, vol. 30(1).
  24. Zhu, Hong & Xia, Jun & Makino, Shige, 2015. "How do high-technology firms create value in international M&A? Integration, autonomy and cross-border contingencies," Journal of World Business, Elsevier, vol. 50(4), pages 718-728.
  25. Tassilo Schuster & Dirk Holtbrügge, 2014. "Benefits of Cross‐sector Partnerships in Markets at the Base of the Pyramid," Business Strategy and the Environment, Wiley Blackwell, vol. 23(3), pages 188-203, March.
  26. Chelekis, Jessica & Mudambi, Susan M., 2010. "MNCs and micro-entrepreneurship in emerging economies: The case of Avon in the Amazon," Journal of International Management, Elsevier, vol. 16(4), pages 412-424, December.
  27. Yildiz, Harun Emre & Fey, Carl Felix, 2012. "The liability of foreignness reconsidered: New insights from the alternative research context of transforming economies," International Business Review, Elsevier, vol. 21(2), pages 269-280.
  28. Helm, Roland & Gritsch, Stephanie, 2014. "Examining the influence of uncertainty on marketing mix strategy elements in emerging business to business export-markets," International Business Review, Elsevier, vol. 23(2), pages 418-428.
  29. Martin Hannibal, 2020. "The influence of additive manufacturing on early internationalization: considerations into potential avenues of IE research," Journal of International Entrepreneurship, Springer, vol. 18(4), pages 473-491, December.
  30. Navarro-García, Antonio & Arenas-Gaitán, Jorge & Rondán-Cataluña, F. Javier, 2014. "External environment and the moderating role of export market orientation," Journal of Business Research, Elsevier, vol. 67(5), pages 740-745.
  31. Daniel Maderer & Dirk Holtbrügge, 2019. "International activities of football clubs, fan attitudes, and brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 410-425, July.
  32. Xing, Yijun & Liu, Yipeng & Tarba, Shlomo Yedidia & Cooper, Cary L., 2016. "Intercultural influences on managing African employees of Chinese firms in Africa: Chinese managers’ HRM practices," International Business Review, Elsevier, vol. 25(1), pages 28-41.
  33. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.
  34. 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.
  35. 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.
  36. Etgar, Michael & Rachman-Moore, Dalia, 2011. "The relationship between national cultural dimensions and retail format strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 397-404.
  37. 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.
  38. Mariola Ciszewska-Mlinarič & Piotr Trąpczyński, 2019. "Foreign Market Adaptation and Performance: The Role of Institutional Distance and Organizational Capabilities," Sustainability, MDPI, vol. 11(6), pages 1-19, March.
  39. Xia Jun & Marshall S. Jiang & Sali Li & Preet S. Aulakh, 2014. "Practice Standardization in Cross-Border Activities of Multinational Corporations: A Resource Dependence Perspective," Management International Review, Springer, vol. 54(5), pages 707-734, October.
  40. Arup Barua & Alexandra Ioanid, 2020. "Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions," Sustainability, MDPI, vol. 12(18), pages 1-24, September.
  41. Emilia Cubero Dudinskaya, 2017. "Embracing globalization or reinforcing national culture? Evidence on the alcoholic beverages preferences and drinking motives in Europe," DEM Working Papers Series 132, University of Pavia, Department of Economics and Management.
  42. Ismail Gölgeci & Harun Emre Yildiz & Ulf Andersson, . "The rising tensions between efficiency and resilience in global value chains in the post-COVID-19 world," UNCTAD Transnational Corporations Journal, United Nations Conference on Trade and Development.
  43. Yang, Man, 2018. "International entrepreneurial marketing strategies of MNCs: Bricolage as practiced by marketing managers," International Business Review, Elsevier, vol. 27(5), pages 1045-1056.
  44. 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.
  45. Diego Matricano & Giorgio Vitagliano, 2018. "International Marketing Strategies in the Jewellery Industry: Are They Standardised, Adapted or Both?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 1-10, March.
  46. Rául Serrano & Juan R. Ferrer & Silvia Abella & Vicente Pinilla, 2023. "International Marketing Strategy And Export Performance In Spanish Wine Firms," Documentos de Trabajo dt2023-03, Facultad de Ciencias Económicas y Empresariales, Universidad de Zaragoza.
  47. 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.
  48. Boojihawon, Dev Kumar & Richeri, Augusto & Liu, Yipeng & Chicksand, Daniel, 2021. "Agile route-to-market distribution strategies in emerging markets: The case of Paraguay," Journal of International Management, Elsevier, vol. 27(1).
  49. Ludovica Moi & Francesca Cabiddu, 2021. "Leading digital transformation through an Agile Marketing Capability: the case of Spotahome," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1145-1177, December.
  50. 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.
  51. Hossein Rezaie Dolatabadi & Mohammad Hossein Forghani & Seyed Mehdi Tabatabaee & Fatemeh Faghani, 2013. "Effect of Appropriate Marketing Mix Strategies on Iranian Protein Products Export Performance," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(3), pages 21-27, July.
  52. Valentina Kalygina & Anna Chernysheva, 2019. "Glocalization Strategy Of The International Companies In The Russian Fmcg Market Under The Import Substitution Policy," Proceedings of Business and Management Conferences 8612010, International Institute of Social and Economic Sciences.
  53. Yan, Ji & Tsinopoulos, Christos & Xiong, Yu, 2021. "Unpacking the impact of innovation ambidexterity on export performance: Microfoundations and infrastructure investment," International Business Review, Elsevier, vol. 30(1).
  54. Jones, Geoffrey & Pitelis, Christos, 2015. "Entrepreneurial Imagination and a Demand and Supply-side Perspective on the MNE and Cross-border Organization," Journal of International Management, Elsevier, vol. 21(4), pages 309-321.
  55. Hultman, Magnus & Iveson, Abbie & Oghazi, Pejvak, 2023. "Talk less and listen more? The effectiveness of social media talking and listening tactics on export performance," Journal of Business Research, Elsevier, vol. 159(C).
  56. Li, Min & He, Xinming & Sousa, Carlos M.P., 2017. "A review of the empirical research on export channel selection between 1979 and 2015," International Business Review, Elsevier, vol. 26(2), pages 303-323.
  57. 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.
  58. Rialp, Alex & Merigó, José M. & Cancino, Christian A. & Urbano, David, 2019. "Twenty-five years (1992–2016) of the International Business Review: A bibliometric overview," International Business Review, Elsevier, vol. 28(6), pages 1-1.
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