Marketing mix standardization in multinational corporations: A review of the evidence

International Journal of Management Reviews

Volumn 9, Issue 4, 2007, Pages 303-324

  Birnik, Andreas ^a,b   Bowman, Cliff ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

^b NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 36448955081     PISSN: 14608545     EISSN: 14682370     Source Type: Journal    
DOI: 10.1111/j.1468-2370.2007.00213.x     Document Type: Article

References (123)

1. Aaker, D.A. Joachimsthaler, E. (1999). The lure of global branding. Harvard Business Review, 77, 137 144.
2. Agrawal, M. (1995). Review of a 40-year debate in international advertising. International Marketing Review, 12, 26 48.
3. Argyris, C. (1996). Actionable knowledge: design causality in the service of consequential theory. Journal of Applied Behavioral Science, 32, 390 406.
4. Astley, W.G. Van de Ven, A.H. (1983). Central perspectives and debates in organization theory. Administrative Science Quarterly, 28, 245 273.
5. Baalbaki, I.B. Malhotra, N.K. (1993). Marketing management bases for international market segmentation: an alternate look at the standardization/ customization debate. International Marketing Review, 10, 19 44.
6. Baalbaki, I.B. Malhotra, N.K. (1995). Standardization versus customization in international marketing: an investigation using bridging conjoint analysis. Journal of the Academy of Marketing Science, 23, 182 194.
7. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99 120.
8. Bartlett, C.A. (1986). Building and managing the transnational: the new organizational challenge. In Porter, M.E. (ed.), Competition in Global Industries. Boston: Harvard Business School Press.
9. Bartlett, C.A. Ghoshal, S. (1987a). Managing across borders: new organizational responses. Sloan Management Review, 29, 43 53.
10. Bartlett, C.A. Ghoshal, S. (1987b). Managing across borders: new strategic requirements. Sloan Management Review, 28, 7 17.
11. Bartlett, C.A. Ghoshal, S. (1989). Managing Across Borders: The Transnational Solution. Boston: Harvard Business School Press.
12. Bennis, W.G. O'Toole, J. (2005). How business schools lost their way. Harvard Business Review, 83, 96 104.
13. Birkinshaw, J., Hood, N. Jonsson, S. (1998). Building firm-specific advantages in multinational corporations: the role of subsidiary initiative. Strategic Management Journal, 19, 221 241.
14. Boddewyn, J.J. Grosse, R. (1995). American marketing in the European Union. European Journal of Marketing, 29, 23 42.
15. Bossidy, L., Charan, R. Burck, C. (2002). Execution: The Discipline of Getting Things Done. London: Random House.
16. Bowman, C. Ambrosini, V. (2000). Value creation versus value capture: towards a coherent definition of value in strategy. British Journal of Management, 11, 1 15.
17. Burgelman, R.A. (1983a). Corporate entrepreneurship and strategic management: insights from a process study. Management Science, 12, 1349 1365.
18. Burgelman, R.A. (1983b). A model of the interaction of strategic behavior, corporate context and the concept of strategy. Academy of Management Review, 8, 61 70.
19. Cavusgil, S.T. Zou, S. (1993). Product and promotion adaptation in export ventures: an empirical investigation. Journal of International Business Studies, 24, 479 506.
20. Cavusgil, S.T. Zou, S. (1994). Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. Journal of Marketing, 58, 1 21.
21. Chalmers, I. (2003). Trying to do more good than harm in policy and practice: the role of rigorous, transparent, up-to-date evaluations. Annals, 589, 22 40.
22. Chandra, A., Griffith, D.A. Ryans, J.K. (2002). The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India. New Directions in International Advertising Research, 12, 67 83.
23. Chhabra, S.S. (1996). Marketing adaptations by American multinational corporations in South America. Marketing in the Third World, 9, 57 74.
24. Child, J. (1972). Organization structure, environment and performance: the role of strategic choice. Sociology, 6, 1 22.
25. Craft, S.H. (2004). The international consumer market segmentation managerial decision-making process. SAM Advanced Management Journal, 69, 40 46.
26. Day, E., Fox, R.J. Huszagh, S.M. (1988). Segmenting the global market for industrial goods: issues and implications. International Marketing Review, 5, 14 27.
27. Denyer, D. Tranfield, D. (2005). Developing technological rules from a synthesis of the science base. Paper presented at the EURAM Conference, TUM Business School, Munich, Germany, 4-7 May.
28. DiMaggio, P. Powell, W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48, 147 160.
29. Douglas, S.P. Wind, Y. (1987). The myth of globalization. Columbia Journal of World Business, 22, 19 29.
30. Eisenhardt, K.M. Martin, J.A. (2000). Dynamic capabilities: what are they? Strategic Management Journal, 21, 1105 1121.
31. Farley, J.U. (1986). Are there truly international products - and prime prospects for them? Journal of Advertising Research, 26, 17 20.
32. Ferraro, F., Pfeffer, J. Sutton, R.I. (2005). Economic language and assumptions: how theories can become self-fulfilling. Academy of Management Review, 30, 8 24.
33. Ghoshal, S. (2005). Bad management theories are destroying good management practices. Academy of Management Learning & Education, 4, 75 91.
34. Griffith, D.A., Chandra, A. Ryans, J.K. (2003). Examining the intricacies of promotion standardization: factors influencing advertising message and packaging. Journal of International Marketing, 11, 30 47.
35. Grosse, R. Zinn, W. (1990). Standardization in international marketing: the Latin American case. Journal of Global Marketing, 4, 53 78.
36. Hadjinicola, G.C. Kumar, K.R. (2002). Modeling manufacturing and marketing options in international operations. International Journal of Production Economics, 75, 287 304.
37. Hannan, M.T. Freeman, J. (1977). The population ecology of organizations. American Journal of Sociology, 82, 929 964.
38. Harris, G. (1994). International advertising standardization: what do the multinationals actually standardize? Journal of International Marketing, 2, 13 30.
39. Harris, G. Attour, S. (2003). The international advertising practices of multinational companies: a content analysis study. European Journal of Marketing, 37, 154 168.
40. Hassan, S.S. Katsanis, L.P. (1991). Identification of global consumer segments: a behavioral framework. Journal of International Consumer Marketing, 3, 11 28.
41. Hewett, K., Roth, M. Roth, K. (2003). Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effect on performance. Journal of International Business Studies, 34, 567 585.
42. Hrebiniak, L.G. Joyce, W.F. (1985). Organizational adaptation: strategic choice and environmental determinism. Administrative Science Quarterly, 30, 336 349.
43. Huszagh, S.M., Fox, R.J. Day, E. (1986). Global marketing: an empirical investigation. Columbia Journal of World Business, 21, 31 43.
44. Jain, S.C. (1989). Standardization of international marketing strategy: some research hypotheses. Journal of Marketing, 53, 70 79.
45. Kale, S.H. Sudharshan, D. (1987). A strategic approach to international segmentation. International Marketing Review, 4, 60 70.
46. Kanter, R.M. (2005). What theories do audiences want? Exploring the demand side. Academy of Management Learning & Education, 4, 93 95.
47. Kashani, K. (1989). Beware the pitfalls of global marketing. Harvard Business Review, 67, 91 98.
48. Kim, W.C. Mauborgne, R.A. (1987). Cross-cultural strategies. Journal of Business Strategy, 7, 28 35.
49. Kim, W.C. Mauborgne, R. (1991). Implementing global strategies: the role of procedural justice. Strategic Management Journal, 12, 125 143.
50. Kim, W.C. Mauborgne, R.A. (1993a). Effectively conceiving and executing multinationals' worldwide strategies. Journal of International Business Studies, 24, 419 448.
51. Kim, W.C. Mauborgne, R.A. (1993b). Procedural justice, attitudes, and subsidiary top management compliance with multinationals corporate strategic decisions. Academy of Management Journal, 36, 502 526.
52. Kirpalani, V.H., Laroche, M. Darmon, Y. (1988). Role of headquarter control by multinationals in international advertising decisions. International Journal of Advertising, 7, 323 333.
53. Kotler, P. (1986). Global standardization - courting danger. Journal of Consumer Marketing, 3, 13 15.
54. Kreutzer, R.T. (1988). Marketing-mix standardization: an integrated approach in global marketing. European Journal of Marketing, 22, 19 30.
55. Laroche, M., Kirpalani, V.H., Pons, F. Zhou, L. (2001). A model of advertising standardisation in multinational corporations. Journal of International Business Studies, 32, 249 266.
56. Leonidou, L.C. (1996). Product standardization or adaptation: the Japanese approach. Journal of Marketing Practice, 2, 53 71.
57. Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61, 92 102.
58. Lim, L.K., Acito, F. Rusetski, A. (2006). Development of archetypes of international marketing strategy. Journal of International Business Studies, 37, 499 524.
59. Martenson, R. (1987). Is standardization of marketing feasible in culture-bound industries? A European case study. International Marketing Review, 4, 7 17.
60. Meyer, J.W. Rowan, B. (1977). Institutionalized organizations: formal structure as myth and ceremony. American Journal of Sociology, 82, 340 363.
61. Michell, P. Bright, J. (1995). Multinational headquarters control of UK subsidiaries' advertising decisions. International Journal of Advertising, 14, 183 193.
62. Michell, P., Lynch, J. Alabdali, O. (1998). New perspectives on marketing mix standardisation. International Business Review, 7, 617 634.
63. Mintzberg, H. (2004). Managers, not MBAs. Harlow: Pearson Education.
64. Mueller, B. (1991). Multinational advertising: factors influencing the standardised vs specialised approach. International Marketing Review, 8, 7 18.
65. Ohmae, K. (1989). Managing in a borderless world. Harvard Business Review, 67, 152 161.
66. Okazaki, S. (2005). Searching the web for global brands: how American brands standardise their web sites in Europe. European Journal of Marketing, 39, 87 109.
67. Onkvisit, S. Shaw, J.J. (1987). Standardized international advertising: a review and critical evaluation of the theoretical and empirical evidence. Columbia Journal of World Business, 22, 43 54.
68. Özsomer, A. Prussia, G.E. (2000). Competing perspectives in international marketing strategy: contingency and process models. Journal of International Marketing, 8, 27 50.
69. Özsomer, A. Simonin, B.L. (2004). Marketing program standardization: a cross-country exploration. International Journal of Research in Marketing, 21, 397 419.
70. Özsomer, A., Bodur, M. Cavusgil, S.T. (1991). Marketing standardization by multinationals in an emerging market. European Journal of Marketing, 25, 50 64.
71. Pawson, R. (2001). Evidence Based Policy: the Promise of 'Realist Synthesis'. London: ESRC UK Centre for Evidence Based Policy and Practice.
72. Pawson, R., Greenhalgh, T., Harvey, G. Walshe, K. (2005). Realist review - a new method of systematic review designed for complex policy interventions. Journal of Health Services Research & Policy, 10, 21 34.
73. Peebles, D.M., Ryans, J.K. Vernon, I.R. (1977). A new perspective on advertising standardization. European Journal of Marketing, 11, 569 576.
74. Penrose, E. (1959). The Theory of the Growth of the Firm. Oxford: Oxford University Press.
75. Pfeffer, J. Salancik, G.R. (1978). The External Control of Organizations. New York: Harper & Row.
76. Picard, J., Boddewyn, J.J. Grosse, R. (1998). Centralization and autonomy in international-marketing decision making: a longitudinal study (1973-1993) of U.S. MNEs in the European Union. Journal of Global Marketing, 12, 5 24.
77. Plummer, J.T. (1977). Consumer focus in cross-national research. Journal of Advertising, 6, 5 15.
78. Porter, M.E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: The Free Press.
79. Porter, M.E. (1985). Competitive Advantage. New York: The Free Press.
80. Porter, M.E. (1998). Competing across locations: enhancing competitive advantage through a global strategy. On Competition. Harvard Business School Press.
81. Prahalad, C.K. Doz, Y.L. (1987). The Multinational Mission. New York: The Free Press.
82. Quelch, J.A. Hoff, E.J. (1986). Customizing global marketing. Harvard Business Review, 64, 59 68.
83. Quester, P.G. Conduit, J. (1996). Standardisation, centralisation and marketing in multinational companies. International Business Review, 5, 395 421.
84. Raffee, H. Kreutzer, R.T. (1989). Organisational dimensions of global marketing. European Journal of Marketing, 23, 43 57.
85. Rau, P.A. Preble, J.F. (1987). Standardisation of marketing strategy by multinationals. International Marketing Review, 4, 18 28.
86. Romme, A.G.L. (2003). Making a difference: organization as design. Organization Science, 14, 558 573.
87. Rosenbloom, B., Larsen, T. Mehta, R. (1997). Global marketing channels and the standardization controversy. Journal of Global Marketing, 11, 49 64.
88. Rosenthal, W. (1994). Standardized international advertising: a view from the agency side. Journal of International Consumer Marketing, 7, 39 62.
89. Samiee, S. Roth, K. (1992). The influence of global marketing standardization on performance. Journal of Marketing, 56, 1 17.
90. Samli, A.C. Jacobs, L. (1994). Pricing practices of American multinational firms: standardization vs localization dichotomy. Journal of Global Marketing, 8, 51 73.
91. Sethi, S.P. Holton, R.H. (1973). Country typologies for the multinational corporation: a new basic approach. California Management Review, 15, 105 118.
92. Shanklin, W.L. Griffith, D.A. (1996). Crafting strategies for global marketing in the new Millennium. Business Horizons, 5, 11 16.
93. Shao, A.T. Waller, D.S. (1993). Advertising standardisation in the Asia Pacific region: what stands in the way? Asia Pacific Journal of Marketing and Logistics, 5, 43 52.
94. Sheth, J.N. Parvatiyar, A. (2001). The antecedents and consequences of integrated global marketing. International Marketing Review, 18, 16 29.
95. Shoham, A. (1996). Marketing-mix standardization: determinants of export performance. Journal of Global Marketing, 10, 53 73.
96. Sirisagul, K. (2000). Global advertising practices: a comparative study. Journal of Global Marketing, 14, 77 97.
97. Solberg, C.A. (2002). The perennial issue of adaptation or standardization of international marketing communications: organizational contingencies and performance. Journal of International Marketing, 10, 1 21.
98. Sood, J. (1993). A multi country research approach for multinational communication strategies. Journal of International Consumer Marketing, 5, 29 50.
99. Sorenson, R.Z. Wiechmann, U.E. (1975). How multinationals view marketing standardization. Harvard Business Review, 53, 70 79.
100. Souiden, N. (2002). Segmenting the Arab markets on the basis of marketing stimuli. International Marketing Review, 19, 611 636.
101. Starkey, K. Madan, P. (2001). Bridging the relevance gap: aligning stakeholders in the future of management research. British Journal of Management, 12, S3 S26.
102. Subramanian, M. Hewett, K. (2004). Balancing standardization and adaptation for product performance in international markets: testing the influence of headquarters-subsidiary contact and cooperation. Management International Review, 44, 171 194.
103. Szymanski, D.M., Bharadwaj, S.G. Varadarajan, P.R. (1993). Standardization versus adaptation of international marketing strategy: an empirical investigation. Journal of Marketing, 57, 1 17.
104. Tai, S.H.C. (1997). Advertising in Asia: localize or regionalize? International Journal of Advertising, 16, 48 61.
105. Teece, D.J., Pisano, G. Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18, 509 533.
106. Theodosiou, M. Katsikeas, C.S. (2001). Factors influencing the degree of international pricing strategy standardization of multinational corporations. Journal of International Marketing, 9, 1 18.
107. Thorelli, H.B. Becker, H. (1980). The information seekers: multinational strategy target. California Management Review, 23, 46 52.
108. Tranfield, D. Starkey, K. (1998). The nature, social organization and promotion of management research: towards policy. British Journal of Management, 9, 341 353.
109. Tranfield, D., Denyer, D. Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14, 207 222.
110. Ueltzhöffer, J.A.C. (1999). Transnational consumer cultures and social milieus. Journal of the Market Research Society, 41, 47 59.
111. van Aken, J.E. (2001). Management research based on the paradigm of the design sciences: the quest for tested and grounded technological rules. Working Paper 01.1, Eindhoven Centre for Innovation Studies, Eindhoven University of Technology, Eindhoven.
112. van Aken, J.E. (2005). Management research as a design science: articulating the research products of Mode 2 knowledge production in Management. British Journal of Management, 16, 19 36.
113. Vrontis, D. (2003). Integrating adaptation and standardisation in international marketing: the AdaptStand modelling process. Journal of Marketing Management, 19, 283 305.
114. Vrontis, D. Papasolomou, I. (2005). The use of entry methods in identifying multinational companies' AdaptStand behavior in foreign markets. Review of Business, 26, 13 20.
115. Walters, P.G.P. (1997). Global market segmentation: methodologies and challenges. Journal of Marketing Management, 13, 165 177.
116. Walters, P.G.P. Toyne, B. (1989). Product modification and standardization in international markets: strategic options and facilitating policies. Columbia Journal of World Business, 24, 37 44.
117. Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5, 171 180.
118. Whitelock, J.M. (1987). Global marketing and the case for international product standardisation. European Journal of Marketing, 21, 32 44.
119. Wind, Y. Douglas, S.P. (1972). International market segmentation. European Journal of Marketing, 6, 17 25.
120. Yip, G.S. (1997). Patterns and determinants of global marketing. Journal of Marketing Management, 13, 153 164.
121. Zinn, W. Grosse, R.E. (1990). Barriers to globalization: is global distribution possible? International Journal of Logistics Management, 1, 13 19.
122. Zou, S. Cavusgil, T. (2002). The GMS: a broad conceptualisation of global marketing strategy and its effect on firm performance. Journal of Marketing, 66, 40 56.
123. Zou, S., Andrus, D.M. Norvell, D.W. (1997). Standardization of international marketing strategy by firms from a developing country. International Marketing Review, 14, 107 123.