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Marketing standardization within global industries An empirical study of performance implications

Marketing standardization within global industries An empirical study of performance implications Examines the relationship between global standardization and performance within the global industry context. For firms competing in global industries that emphasize high-tech, industrial products, global standardization was found to be positively related to organizational performance. In addition, considers the moderating effect of managerial characteristics on the global standardization-performance relationship. Results indicate that the subsidiary manager's marketing experience strengthened the global standardization-performance relationship, but the manager's international experience did not have a moderating effect. In summary, results show that global standardization can be an effective strategic option when implemented consistently with organizational contingencies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Marketing standardization within global industries An empirical study of performance implications

International Marketing Review , Volume 17 (1): 15 – Feb 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330010314696
Publisher site
See Article on Publisher Site

Abstract

Examines the relationship between global standardization and performance within the global industry context. For firms competing in global industries that emphasize high-tech, industrial products, global standardization was found to be positively related to organizational performance. In addition, considers the moderating effect of managerial characteristics on the global standardization-performance relationship. Results indicate that the subsidiary manager's marketing experience strengthened the global standardization-performance relationship, but the manager's international experience did not have a moderating effect. In summary, results show that global standardization can be an effective strategic option when implemented consistently with organizational contingencies.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 1, 2000

Keywords: Globalization; Organizational performance; International business

References