How Developed-Country Firms Make Standardization/Transfer and Adaptations Decisions in Relation to their Developing-Host-Country Operations?

The changing marketing orientation within the business model of an international retailer – IKEA in China over 10 years

“…In this research two features are evident. First, in common with other literature on international marketing (e.g., Gebrekidan, Hoc, and Syeda-Maosooda 2019;Pavlinek and Smith 1998;Rao-Nicholson and Khan 2017;Schmid and Kotulla, 2011;Theodosiou and Leonidou 2003;Yanik and Midgley, 2019), a recurring theme has been the standardisation and adaption of activities in foreign markets with a dichotomous view relating standardisation and adaption to issues of the roles of head office and local operations. Secondly, despite internationalisation being recognized as a process taking place over many years, few studies, with the notable exception of Lee (2006, 2013) analyses of Tesco in Korea, explore the internal dynamics of the retailer over an extended time period, preferring either a cross-sectional approach or limited comparisons of individual events at specific points in time.…”