Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda

Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)

“…As mentioned, we highly recommend researchers interested to perform systematic literature reviews to use the ADO (Paul & Benito, 2018), TCM (Paul et al., 2017), TCCM (Paul & Rosado‐Serrano, 2019), or 5W1H (Lim, 2020a) framework, or a combination of these frameworks (e.g., the integrated ADO‐TCM framework; Lim, Yap, et al, 2021), as an organizing structure because reviews using such frameworks can help others to gain a clear one‐stop understanding of the breadth and depth (or coverage) of theories, constructs, characteristics, contexts, and methods required to justify and perform empirical research, and thus, delivering a more profound impact in advancing the field (as seen in reviews adopting such frameworks—e.g., Chen et al., 2021; Mandler et al., 2021).…”

Consumer Ethnocentrism and Country of Origin: Effects on Online Consumer Purchase Behavior in Times of a Pandemic

“…For decades, marketing scholars and practitioners have investigated the influence of globalization on consumer behavior across countries, particularly in connection with issues of worldwide marketing standardization-adaptation [1,2]. According to [3], market convergence has encouraged sociologists, psychologists, and marketers to examine the interaction of global and local influences on consumer behavior in the context of globalization.…”

Connecting Sustainable Marketing and International Marketing Strategy Standardization/Adaptation: Research Opportunities

“…Alternatively, those who view markets as being heterogeneous, and therefore containing consumers with differing consumer wants and needs, perceive profit advantages through adaptations. Underlying this approach has been the fundamental focus on financial performance (Mandler et al, 2021;Ryans et al, 2003).…”

“…Efforts in these areas, as well as many more, have expanded on understanding of how international marketing standardization and adaption can advance firm goals. However, as the complexities of our models have increased, in both the contexts of export ventures and multinational companies, the primary focus of this literature has remained on operational and financial performance (Mandler et al, 2021). This is not to suggest the consistent attention of the international marketing standardization/adaptation literature on firm performance is inappropriate.…”

“…Can activities in one market subsidize activities another market? Sustainable marketing and international marketing strategy standardization/adaptation both have substantive literature foundations and abundant future research directions (Bolton, 2021;Chabowski et al, 2011;Davies et al, 2020;Mandler et al, 2021;Ryans et al, 2003). It is hoped that the ideas laid out here, and most specifically what should be the underlying goal of the international marketing strategy standardization/adaptation literature -operational and financial performance or the triple bottom line -may serve as a starting point for scholars to consider in their research endeavors.…”