This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES)-or the strength of the relation (Wolf, 1986)-between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions.
This research aims at analyzing the impact of continuous improvement and learning processes regarding efficiency and production volume in an armament manufacturer. A longitudinal case study comprising a period of six years of analysis in the company production lines was carried out. Data Envelopment Analysis (DEA) combined ANOVA test and linear regression were used. The survey results show that continuous improvement and learning projects were not enough to increase efficiency in two of the three production lines analyzed. Therefore, the variables related to Kaizen events, hours of training and experience of employees did not increase the efficiency of these lines. Moreover, the study elucidates that the production volume negatively impacts efficiency in one of the lines. With the analysis, it is possible to identify which factors are representative to increase production efficiency. Therefore, it is concluded that technology upgrade, in this context, is an important factor to be considered. The research contributed to analyse the relevance of continuous improvement actions, accumulation of knowledge and learning in an armament manufacturer. In addition, it allows managers of companies to evaluate more effectively the production process and technological evolution with a greater understanding of factors that impact on increased operational efficiency.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.