Strategy fit and performance consequences of international marketing standardization

• Published in: Strategic management journal Vol. 27; no. 9; pp. 867 - 890
• Main Authors: Katsikeas, Constantine S., Samiee, Saeed, Theodosiou, Marios
• Format: Journal Article
• Language: English
• Published: Chichester, UK John Wiley & Sons, Ltd 01.09.2006; John Wiley and Sons
• Subjects: Advertising restrictions; Brands; Business strategies; Business structures; Customers; Economic regulation; Industrial regulation; international marketing; International markets; Internationalization; Management science; Market performance analysis; Marketing; marketing standardization; Marketing strategies; Multinational enterprises; Standardization; strategy fit

This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardizati...