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The Influence of Global Marketing Standardization on Performance

The Influence of Global Marketing Standardization on Performance The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global standardization and others that use less standardization was conducted within the global industry context. The results indicate that market coverage and capacity utilization are important considerations for firms emphasizing global standardization. Emphasis on specialty products and the development of high priced products for market niches are also of some importance to these firms. However, in the critical area of performance, no difference is observed between firms stressing global standardization and others. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Influence of Global Marketing Standardization on Performance

Journal of Marketing , Volume 56 (2): 17 – Apr 1, 1992

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References (55)

Publisher
SAGE
Copyright
© 1992 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299205600201
Publisher site
See Article on Publisher Site

Abstract

The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global standardization and others that use less standardization was conducted within the global industry context. The results indicate that market coverage and capacity utilization are important considerations for firms emphasizing global standardization. Emphasis on specialty products and the development of high priced products for market niches are also of some importance to these firms. However, in the critical area of performance, no difference is observed between firms stressing global standardization and others.

Journal

Journal of MarketingSAGE

Published: Apr 1, 1992

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