When does international marketing standardization matter to firm performance?

Journal of International Marketing

Volumn 17, Issue 4, 2009, Pages 24-46

  Schilke, Oliver ^a   Reimann, Martin ^b   Thomas, Jacquelyn S ^c  

^a STANFORD UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^c SOUTHERN METHODIST UNIVERSITY   (United States)

Author keywords

Marketing strategy; Performance; Second order factors; Standardization; Structural equation modeling

Indexed keywords

EID: 73349122867     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.17.4.24     Document Type: Article

References (114)

1. Acquaah, Moses and Masoud Yasai-Ardekani (2008), "Does the Implementation of a Combination Competitive Strategy Yield Incremental Performance Benefits? A New Perspective from a Transition Economy in Sub-Saharan Africa," Journal of Business Research, 61 (4), 346-54.
2. Albaum, Gerald and David K. Tse (2001), "Adaptation of International Marketing Strategy Components, Competitive Advantage, and Firm Performance: A Study of Hong Kong Exporters," Journal of International Marketing, 9 (4), 59-81.
3. Anderson, James C. and David W. Gerbing (1988), "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach," Psychological Bulletin, 103 (3), 411-23.
4. Armstrong, J. Scott and Terry S. Overton (1977), "Estimating Nonresponse Bias in Mail Surveys," Journal of Marketing Research, 14 (August), 396-402.
5. Aulakh, Preet S., Masaaki Kotabe, and Hildy Teegen (2000), "Export Strategies and Performance of Firms from Emerging Economies: Evidence from Brazil, Chile, and Mexico," Academy of Management Journal, 43 (3), 342-61.
6. Baalbaki, Imad B. and Naresh K. Malhotra (1993), "Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate," International Marketing Review, 10 (1), 19-44.
7. Bagozzi, Richard R (1994), "Structural Equation Models in Marketing Research: Basic Principles," in Principles of Marketing Research, Richard P. Bagozzi, ed. Cambridge, MA: Basil Blackwell, 317-85.
8. - and Hans Baumgartner (1994), "The Evaluation of Structural Equation Models and Hypothesis Testing," in Principles of Marketing Research, Richard P. Bagozzi, ed. Cambridge, MA: Blackwell Publishing, 386-422.
9. - and Youjae Yi (1988), "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, 16(1), 74-94.
10. Bain, Joseph S. (1951), "Relation of Profit Rate to Industry Concentration: American Manufacturing, 1936-1940," Quarterly Journal of Economics, 65 (3), 293-324.
11. - (1968), Industrial Organization. New York: John Wiley & Sons.
12. Bakos, J. Yannis (1997), "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, 43 (12), 1676-92.
13. Bartlett, Christopher A. and Sumantra Ghoshal (1991), Managing Across Borders. Boston: Harvard Business School Press.
14. Belk, Russell W. (1996), "Hyperreality and Globalization: Culture in the Age of Ronald McDonald," Journal of International Consumer Marketing, 8 (3/4), 23-37.
15. Bergkvist, Lars and John R. Rossiter (2007), "The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs," Journal of Marketing Research, 44 (May), 175-84.
16. Black, George (1986), "Think Globally, Sell Locally," Business Marketing, 71 (5), 144.
17. Boddewyn, Jean J., Robin Soehl, and Jacques Picard (1986), "Standardization of International Marketing: Is Ted Levitt in Fact Right?" Business Horizons, 29 (6), 69-75.
18. Bouquet, Cyril, Allen Morrison, and Julian Birkinshaw (2009), "International Attention and Multinational Enterprise Performance," Journal of International Business Studies, 40 (1), 108-131.
19. Brettel, Malte, Andreas Engelen, Florian Heinemann, and Pakpachong Vadhanasindhu (2008), "Antecedents of Market Orientation: A Cross-Cultural Comparison," Journal of International Marketing, 16 (2), 84-119.
20. Buzzell, Robert D. (1968), "Can We Standardize Multinational Marketing?" Harvard Business Review, 46 (6), 102-113.
21. Campbell-Hunt, Colin (2000), "What Have We Learned About Generic Competitive Strategy? A Meta-Analysis," Strategic Management Journal, 21 (2), 127-54.
22. Carpenter, Gregory S. (1987), "Modeling Competitive Marketing Strategies: The Impact of Marketing Mix Relationships and Industry Structure," Marketing Science, 6 (2), 208-221.
23. Cavusgil, S. Tamer and Shaoming Zou (1994), "Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Venture," Journal of Marketing, 58 (January), 1-21.
24. Chandra, Aruna, David A. Griffith, and John K. Ryans (2002), "Advertising Standardisation in India: US Multinational Experience," International Journal of Advertising, 21 (1), 47-66.
25. Christensen, Clayton M. and Michael E. Raynor (2003), The Innovator's Solution: Creating and Sustaining Successful Growth. Cambridge, MA: Harvard Business School Press.
26. Chung, Henry EL. (2003), "International Standardization Strategies: The Experiences of Australian and New Zealand Firms Operating in the Greater China Markets," Journal of International Marketing, 11 (3), 48-82.
27. - and Zhenni Wang (2006), "Analysis of Marketing Standardization Strategies: A 'City' Market Framework," Journal of Global Marketing, 20 (1), 39-59.
28. Churchill, Gilbert A. (1979), "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research, 16 (February), 64-73.
29. Coviello, Nicole E., Roderick J. Brodie, Peter J. Danaher, and Wesley J. Johnston (2002), "How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices," Journal of Marketing, 66 (July), 33-46.
30. Daniels, John D. (1987), "Bridging National and Global Marketing Strategies Through Regional Operations," International Marketing Review, 4 (3), 29-44.
31. Day, George S. (1994), "The Capabilities of Market-Driven Organizations," Journal of Marketing, 58 (October), 37-52.
32. Donnelly, James H. and John K. Ryans (1969), "Standardized Global Advertising, a Call as Yet Unanswered," Journal of Marketing, 33 (April), 57-60.
33. Douglas, Susan P. and Yoram Wind (1987), "The Myth of Globalization," Columbia Journal of World Business, 22 (4), 19-29.
34. Eger, John M. (1987), "Global Television: An Executive Overview," Columbia Journal of World Business, 22 (3), 5-10.
35. Fornell, Claes and David F. Larcker (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, 18 (February), 39-50.
36. Frambach, Ruud T., Jaideep Prabhu, and Theo M.M. Verhallen (2003), "The Influence of Business Strategy on New Product Activity: The Role of Market Orientation," International Journal of Research in Marketing, 20 (4), 377-97.
37. Grant, Robert M., Azar P. Jammine, and Howard Thomas (1988), "Diversity, Diversification, and Profitability among British Manufacturing Companies, 1972-84," Academy of Management Journal, 31 (4), 771-801.
38. Greenstein, Shane (2004), "The Paradox of Commodities," IEEE Micro, 24 (2), 73-75.
39. Griffith, David A., S. Tamer Cavusgil, and Shichun Xu (2008), "Emerging Themes in International Business Research," Journal of International Business Studies, 39 (7), 1220-35.
40. -, Michael Y. Hu, and John K. Ryans (2000), "Process Standardization Across Intra- and Inter-Cultural Relationships," Journal of International Business Studies, 31 (2), 303-324.
41. Harvey, Michael G. (1993), "A Model to Determine Standardization of the Advertising Process in International Marketing," Journal of Advertising Research, 33 (4), 57-64.
42. Heil, Oliver P. and Kristiaan Helsen (2001), "Toward an Understanding of Price Wars: Their Nature and How They Erupt," International Journal of Research in Marketing, 18 (1-2), 83-98.
43. Homburg, Christian, Marko Grozdanovic, and Martin Klarmann (2007), "Responsiveness to Customers and Competitors: The Role of Affective and Cognitive Organizational Systems," Journal of Marketing, 71 (July), 18-38.
44. -, Oliver Schilke, Martin Reimann, and Martin Klarmann (2009), "Triangulation of Survey Data in Marketing and Management Research: Concepts, Findings, and Guidelines," in Marketing Theory and Applications, Vol. 20, Kristy Reynolds and J. Chris White, eds. Chicago: American Marketing Association, 178-79.
45. -, John P. Workman, and Harley Krohmer (1999), "Marketing's Influence Within the Firm," Journal of Marketing, 63 (April), 1-17.
46. Huber, George P. and Daniel J. Power (1985), "Retrospective Reports of Strategic-Level Managers: Guidelines for Increasing Their Accuracy," Strategic Management Journal, 6 (2), 171-80.
47. Hunt, Shelby D. (1999), "The Strategic Imperative and Sustainable Competitive Advantage: Public Policy Implications of Resource-Advantage Theory," Journal of the Academy of Marketing Science, 27 (2), 144-59.
48. Irwin, Julie R. and Gary H. McClelland (2001), "Misleading Heuristics and Moderated Multiple Regression Models," Journal of Marketing Research, 38 (February), 100-109.
49. Jain, Subhash C. (1989), "Standardization of International Marketing Strategy: Some Research Hypotheses," Journal of Marketing, 53 (January), 70-79.
50. Johansson, Johny K. and George S. Yip (1994), "Exploiting Globalization Potential: U.S. and Japanese Strategies," Strategic Management Journal, 15 (8), 579-601.
51. Karnani, Aneel (1984), "Generic Competitive Strategies: An Analytical Approach," Strategic Management Journal, 5 (4), 367-80.
52. Katsikeas, Constantine S., Saeed Samiee, and Marios Theodosiou (2006), "Strategy Fit and Performance Consequences of International Marketing Standardization," Strategic Management Journal, 27 (9), 867-90.
53. Kim, W. Chan, Peter Hwang, and Willem P. Burgers (1993), "Multinationals' Diversification and the Risk-Return Trade-off," Strategic Management Journal, 14 (4), 275-86.
54. Kogut, Bruce (1989), "A Note on Global Strategies," Strategic Management Journal, 10 (4), 383-89.
55. Kohli, Chiranjeev and Mrugank Thakor (1997), "Branding Consumer Goods: Insights from Theory and Practice," Journal of Consumer Marketing, 14 (3), 206-219.
56. Krishnan, Rekha, Xavier Martin, and Niels G. Noorderhaven (2006), "When Does Trust Matter to Alliance Performance?" Academy of Management Journal, 49 (5), 894-917.
57. Lages, Luis Filipe, José Luís Abrantes, and Cristiana Raquel Lages (2008), "The STRATADAPT Scale: A Measure of Marketing Strategy Adaptation to International Business Markets," International Marketing Review, 25 (5), 584-600.
58. -, Sandy D. Jap, and David A. Griffith (2008), "The Role of Past Performance in Export Ventures: A Short-Term Reactive Approach," Journal of International Business Studies, 39 (2), 304-325.
59. Laroche, Michel, V.H. Kirpalani, Frank Pons, and Lianxi Zhou (2001), "A Model of Advertising Standardization in Multinational Corporations," Journal of International Business Studies, 32 (2), 249-66.
60. Levitt, Theodore (1983), "The Globalization of Markets," Harvard Business Review, 61 (3), 92-101.
61. Li, Caroline Bingxin and Julie Juan Li (2008), "Achieving Superior Financial Performance in China: Differentiation, Cost Leadership, or Both?" Journal of International Marketing, 16 (3), 1-22.
62. Lim, Lewis K.S., Frank Acito, and Alexander Rusetski (2006), "Development of Archetypes of International Marketing Strategy," Journal of International Business Studies, 37 (4), 499-524.
63. Lindell, Michael K. and David J. Whitney (2001), "Accounting for Common Method Variance in Cross-Sectional Research Designs," Journal of Applied Psychology, 86 (1), 114-21.
64. Maljers, Floris A. (1992), "Inside Unilever: The Evolving Transnational Company," Harvard Business Review, 70 (5), 46-52.
65. Miles, Raymond E. and Charles C. Snow (1978), Organizational Strategy. New York: McGraw-Hill.
66. Morgan, Neil A., Anna Kaleka, and Constantine S. Katsikeas (2004), "Antecedents of Export Venture Performance: A Theoretical Model and Empirical Assessment," Journal of Marketing, 68 (January), 90-108.
67. Nagy, Mark S. (2002), "Using a Single-Item Approach to Measure Facet Job Satisfaction," Journal of Occupational & Organizational Psychology, 75 (1), 77-86.
68. Narver, John C. and Stanley F. Slater (1990), "The Effect of a Market Orientation on Business Profitability," Journal of Marketing, 54 (October), 20-35.
69. Nayyar, Praveen R. (1993), "On the Measurement of Competitive Strategy: Evidence from a Large Multiproduct U.S. Firm," Academy of Management Journal, 36 (6), 1652-69.
70. Neff, Jack (1999), "P&G and Unilever's Giant Headaches," Advertising Age, 70 (22), 22-28.
71. Nunnally, Jum C. (1978), Psychometric Theory, 2d ed. New York: McGraw-Hill.
72. O'Donnell, Sharon and Insik Jeong (2000), "Marketing Standardization Within Global Industries: An Empirical Study of Performance Implications," International Marketing Review, 17 (1), 19-33.
73. Ohmae, Kenichi (1985), Triad Power: The Coming Shape of Global Competition. New York: The Free Press.
74. Okazaki, Shintaro, Charles R. Taylor, and Jonathan P. Doh (2007), "Market Convergence and Advertising Standardization in the European Union," Journal of World Business, 42 (4), 384-400.
75. Olson, Eric G. and Deepak Sharma (2008), "Beating the Commoditization Trend: A Framework from the Electronics Industry," Journal of Business Strategy, 29 (4), 22-28.
76. Özsomer, Ayflegül and Gregory E. Prussia (2000), "Competing Perspectives in International Marketing Strategy: Contingency and Process Models," Journal of International Marketing, 8 (1), 27-50.
77. - and Bernard L. Simonin (2004), "Marketing Program Standardization: A Cross-Country Exploration," International Journal of Research in Marketing, 21 (4), 397-419.
78. Pelham, Alfred M. (1997), "Market Orientation and Performance: The Moderating Effects of Product and Customer Differentiation," Journal of Business and Industrial Marketing, 12 (5), 276-96.
79. Peter, J. Paul (1979), "Reliability: A Review of Psychometric Basics and Recent Marketing Practices," Journal of Marketing Research, 16 (February), 6-17.
80. Picard, Jacques, Jean J. Boddewyn, and Robert Grosse (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 (2), 5-24.
81. Podsakoff, Philip M., Scott B. MacKenzie, Jeong-Yeon Lee, and Nathan P. Podsakoff (2003), "Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies," Journal of Applied Psychology, 88 (5), 879-903.
82. Porter, Michael E. (1980), Competitive Strategy. New York: The Free Press.
83. - (1985), Competitive Advantage. New York: The Free Press.
84. Powers, Thomas L. and Jeffrey J. Loyka (2007), "Market, Industry, and Company Influences on Global Product Standardization," International Marketing Review, 24 (6), 678-94.
85. Rangan, V. Kasturi and George T. Bowman (1992), "Beating the Commodity Magnet," Industrial Marketing Management, 21 (3), 215-24.
86. Reimann, Martin, Oliver Schilke, and Jacquelyn S. Thomas (in press), "Customer Relationship Management and Firm Performance: The Mediating Role of Business Strategy," Journal of the Academy of Marketing Science, forthcoming.
87. Robinson, Terry, Colin M. Clarke-Hill, and Richard Clarkson (2002), "Differentiation Through Service: A Perspective from the Commodity Chemicals Sector," Service Industries Journal, 22 (3), 149-66.
88. Rossiter, John R. (2002), "The C-OAR-SE Procedure for Scale Development in Marketing," International Journal of Research in Marketing, 19 (4), 305-335.
89. Ryans, John K., David A. Griffith, and D. Steven White (2003), "Standardization/Adaptation of International Marketing Strategy: Necessary Conditions for the Advancement of Knowledge," International Marketing Review, 20 (6), 588-603.
90. Samiee, Saeed and Kendall Roth (1992), "The Influence of Global Marketing Standardization on Performance," Journal of Marketing, 56 (April), 1-17.
91. Sharma, Arun and Jagdish N. Sheth (2004), "Web-Based Marketing: The Coming Revolution in Marketing Thought and Strategy," Journal of Business Research, 57 (7), 696-702.
92. Shi, Linda Hui, J. Chris White, Shaoming Zou, and S. Tamer Cavusgil (in press), "Global Account Management Strategies: Drivers and Outcomes," Journal of International Business Studies, forthcoming.
93. Shoham, Aviv (1999), "Bounded Rationality, Planning, Standardization of International Strategy, and Export Performance: A Structural Model Examination," Journal of International Marketing, 7 (2), 24-50.
94. Spanos, Yiannis E. and Spyros Lioukas (2001), "An Examination into the Causal Logic of Rent Generation: Contrasting Porter's Competitive Strategy Framework and the Resource-Based Perspective," Strategic Management Journal, 22 (10), 907-934.
95. Steenkamp, Jan-Benedict E.M. and Hans Baumgartner (1998), "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, 25 (1), 78-107.
96. Steensma, H. Kevin and Kevin G. Corley (2000), "On the Performance of Technology-Sourcing Partnerships: The Interaction between Partner Interdependence and Technology Attributes," Academy of Management Journal, 43 (6), 1045-67.
97. Szymanski, David M., Sundar G. Bharadwaj, and P. Rajan Varadarajan (1993), "Standardization Versus Adaptation of International Marketing Strategy: An Empirical Investigation," Journal of Marketing, 57 (October), 1-17.
98. Taylor, Charles R. and Shintaro Okazaki (2006), "Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries' Advertising Practices in the European Union," Journal of International Marketing, 14 (1), 98-120.
99. Theodosiou, Marios and Leonidas C. Leonidou (2003), "Standardization Versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research," International Business Review, 12 (2), 141-71.
100. Townsend, Janell D., Sengun Yeniyurt, S. Tamer Cavusgil, and Z. Seyda Deligonul (2004), "Exploring the Marketing Program Antecedents of Performance in a Global Company," Journal of International Marketing, 12 (4), 1-24.
101. Unger, Laszlo (1983), "Strategic Planning for Commodities and Specialties: A Strategic Industry Study Based on the Example of the Chemical Industry," Long Range Planning, 16 (4), 12-20.
102. Viswanathan, Nanda K. and Peter R. Dickson (2007), "The Fundamentals of Standardizing Global Marketing Strategy," International Marketing Review, 24 (1), 46-63.
103. Vorhies, Douglas W. and Neil A. Morgan (2005), "Benchmarking Marketing Capabilities for Sustainable Competitive Advantage," Journal of Marketing, 69 (January), 80-94.
104. Waheeduzzaman, A.N.M. and Leon F. Dube (2003), "Elements of Standardization, Firm Performance and Selected Marketing Variables: A General Linear Relationship Framework," Journal of Global Marketing, 16 (1), 187-205.
105. Wanous, John P., Arnon E. Reichers, and Michael J. Hudy (1997), "Overall Job Satisfaction: How Good Are Single-Item Measures?" Journal of Applied Psychology, 82 (2), 247-52.
106. Wirtz, Bernd W., Alexander Mathieu, and Oliver Schilke (2007), "Strategy in High-Velocity Environments," Long Range Planning, 40 (3), 295-313.
107. Wright, Peter (1987), "A Refinement of Porter's Strategies," Strategic Management Journal, 8 (1), 93-101.
108. Yalcinkaya, Goksel, Roger J. Calantone, and David A. Griffith (2007), "An Examination of Exploration and Exploitation Capabilities: Implications for Product Innovation and Market Performance," Journal of International Marketing, 15 (4), 63-93.
109. Yip, George S. (1991), "Do American Businesses Use Global Strategy?" Marketing Science Institute Working Paper No. 91-101.
110. - (1995), Total Global Strategy: Managing for Worldwide Competitive Advantage. Upper Saddle River, NJ: Prentice Hall.
111. Zajac, Edward J. and Stephen M. Shortell (1989), "Changing Generic Strategies: Likelihood, Direction, and Performance Implications," Strategic Management Journal, 10 (5), 413-30.
112. Zhang, Chun, Zuohao Hu, and Flora F. Gu (2008), "Intra- and Interfirm Coordination of Export Manufacturers: A Cluster Analysis of Indigenous Chinese Exporters," Journal of International Marketing, 16 (3), 108-135.
113. Zou, Shaoming, David M. Andrus, and D. Wayne Norvell (1997), "Standardization of International Marketing Strategy by Firms from a Developing Country," International Marketing Review, 14 (2), 107-123.
114. - and S. Tamer Cavusgil (2002), "The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance," Journal of Marketing, 66 (October), 40-56.