Standardization/adaptation of international marketing strategy Necessary conditions for the advancement of knowledge

Standardization/adaptation of international marketing strategy Necessary conditions for the... For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Why? Here, it is argued that the last 40 years of scholarly research has advanced without a strong underlying theoretical framework. The historical foundations of the standardization/adaptation perspective are presented, followed by a critical evaluation of the field under the guiding framework of the fundamentals of theoretical construction. Suggestions for developing a stronger theoretical foundation, as well as directions for future research are addressed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Standardization/adaptation of international marketing strategy Necessary conditions for the advancement of knowledge

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330310505204
Publisher site
See Article on Publisher Site

Abstract

For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Why? Here, it is argued that the last 40 years of scholarly research has advanced without a strong underlying theoretical framework. The historical foundations of the standardization/adaptation perspective are presented, followed by a critical evaluation of the field under the guiding framework of the fundamentals of theoretical construction. Suggestions for developing a stronger theoretical foundation, as well as directions for future research are addressed.

Journal

International Marketing ReviewEmerald Publishing

Published: Dec 1, 2003

Keywords: International marketing; Knowledge management; Standardization

References

  • International branding: demand‐ or supply‐driven opportunity?
    de Chernatony, L.; Halliburton, C.; Bernath, R.
  • The role of economic value, social value, and perceptions of fairness in interorganizational relationship retention decisions
    Gassenheimer, J.B.; Houston, F.S.; Davis, C.J.
  • Conceptualizing the global marketplace: marketing strategy implications
    Hu, M.Y.; Griffith, D.A.
  • The development of the eurobrand
    Littler, D.; Schlieper, K.
  • Intelligence generation and superior customer value
    Slater, S.F.; Narver, J.C.

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