International Marketing Standardization

Tan, Qun; Sousa, Carlos M.P.

doi:10.1007/s11575-013-0172-5

Cited by 73 publications

(55 citation statements)

References 69 publications

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“…Phần lớn các nghiên cứu kết luận mức độ thích nghi chiến lược marketing tác động tích cực đến kết quả xuất khẩu 20,[22][23][24][25] . Tuy nhiên, ở một số nghiên cứu khác, kết quả thực nghiệm về mối quan hệ giữa chiến lược marketing và kết quả xuất khẩu còn không nhất quán và mâu thuẫn 4,26 . Điều này tạo ra những khó khăn cho các nhà nghiên cứu học thuật và các nhà quản lý liên quan phát triển lý thuyết và thực hành quản lý trong lĩnh vực này 26 xuất khẩu: (1) Chiến lược sản phẩm, (2) chiến lược giá, (3) chiến lược truyền thông tiếp thị và (4) chiến lược phân phối.…”

Section: Cơ Sở Lý Thuyết Và Phương Pháp Nghiên Cứu Tổng Quan Lý Thuyếunclassified

Export performance and export marketing strategy of Vietnam’s vegetable and fruit export firms

2019

Sci. Tech. Dev. J. Econ. Law. Manag.

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The paper aims at defining and measuring the relationship between export marketing strategy and export performance of vegetable and fruit export firms in the southern region and Lam Dong province by applying qualitative and quantitative methods. The qualitative method is carried out through through in-depth interviews of 10 chief executive officers, while the quantitative one is conducted through direct interviews with 207 managers of vegetable and fruit companies. Export performance are measured by a non-financial/non-economic approach. The results show that firm’s export performance is under the direct influences by 4 components of export marketing strategy including: (1) Product strategy; (2) price strategy; (3) promotion strategy; (4) place strategy, these factors have a positive impact on export performance, regression coefficients at 1% significance level. The research results are the scientific basis for proposing administrative implications for fruit and vegetable exporters to improve export performance when adjusting the adaptation level of export marketing strategies.

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Section: Cơ Sở Lý Thuyết Và Phương Pháp Nghiên Cứu Tổng Quan Lý Thuyếunclassified

Export performance and export marketing strategy of Vietnam’s vegetable and fruit export firms

2019

Sci. Tech. Dev. J. Econ. Law. Manag.

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“…IB literature has many papers arguing that standardization provides better performance. These studies argue that markets and consumer needs are becoming more similar (Kravets & Sandikci, 2014) due to the growth of ICT (Information and Communications Technology) and the emergence of global market segments (Tan & Sousa, 2013). Proponents of standardization have argued that this strategy allows for economies of scale and projects a coherent image of the firm (Kravets & Sandikci, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Furthermore, commercial offshore locations, in order to achieve economic efficiency and augment revenues, usually offer adapted and many times sub-standard products that satisfy the consumer (Bhayani, 2014;Nixon, Scullion, & Hearn, 2016). Existing research regarding adaptation has generated inconclusive results with regard to economic efficiency (Tan & Sousa, 2013).…”

Section: Introductionmentioning

confidence: 99%

The difficult act of balancing financial and academic performance: Product adaptation strategies at university branch campuses

Bhayani

2019

jrems

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Adapting a product to suit local requirements is a well-known international marketing strategy. Branch campuses generally adapt programs to suit local requirements. However, the academic fraternity has resisted adaptation on concerns about the dilution of academic standards. This study uses data from five branch campuses to examine the link between adaptation and financial and academic performance. The results indicate that adaption leads to increased financial performance but does not maintain academic standards. The study recommends strategies to maintain a balance between an ethnocentric approach, which calls for similar academic standards, and a geocentric approach, which requires adaptation.

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“…The standardisation of a marketing strategy means that companies offer a common marketing strategy and marketing mix on a regional, national and global level (Sorenson and Wiechmann, 1975;Jain, 1989;Tan and Sousa, 2013). Some scholars argue that the global marketplace has become homogenised enough that multinational enterprises have the ability to market standardised products and services worldwide (Dicken, 1998;Chung, 2003).…”

Section: Standardisation Vs Adaptationmentioning

confidence: 99%

“…Thus, the still increasing globalisation of economies stresses the relevance of an appropriate international marketing strategy (Tan and Sousa, 2013;Bradley, 2005). In the field of international marketing strategies, a still very pressing question is whether to standardise or adapt marketing strategies to foreign market characteristics (Lages and Montgomery, 2004), typically through the four Ps of the marketing mix.…”

Section: Introductionmentioning

confidence: 99%

Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions

Kraus

Meier

Eggers

et al. 2016

EJIM

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This paper delivers new insights into how psychic, cultural and geographical distance influence international marketing mix decisions on the basis of a choice-based conjoint analysis with 96 managers from Switzerland and Liechtenstein. In this experiment, the managers had to decide whether the four Ps of the marketing mix have to be adapted or standardised for international markets (neighbouring country/European country/non-European country). Overall we found that psychic, cultural and geographical distance 128 S. Kraus et al.have a significant moderating effect on the degree of marketing mix adaptation: the larger the distance towards a market, the more inclined the managers are to make a decision that involves a larger degree of adaptation of the four Ps towards the simulated markets. The marketing mix elements product and promotion tend mostly to be adapted when cultural distance increases, while the elements price and distribution are more adapted when psychic distance is high.

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International Marketing Standardization

Cited by 73 publications

References 69 publications

Export performance and export marketing strategy of Vietnam’s vegetable and fruit export firms

Export performance and export marketing strategy of Vietnam’s vegetable and fruit export firms

The difficult act of balancing financial and academic performance: Product adaptation strategies at university branch campuses

Standardisation vs. adaption: a conjoint experiment on the influence of psychic, cultural and geographical distance on international marketing mix decisions

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