Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecti...

https://www.jstor.org/stable/pdfplus/1251525.pdf

Standardization of International Marketing Strategy: Some Research Hypotheses:

While the desirability of marketing adaptation vs. standardization has long been debated within both academic and business circles, empirical studies investigating the conditions under which each strategy becomes appropriate have been rare. This article provides a formal investigation of the correlates of product and promotion adaptation in export ventures. A conceptual framework of product and promotion adaptation in export ventures is proposed to integrate the diverse perspectives on the issue of standardization versus adaptation. The conceptual framework is further specified in a testable form and tested via data collected by a series of in-depth personal interviews with export marketing managers. The results support the contingency perspective recently emerging in the standardization literature, and suggest that the degree of the various aspects of product adaptation (i.e., upon and after entry) and promotion adaptation (i.e., positioning, packaging/labeling, and promotional approach) are significantly influenced by company, product/industry, and export market characteristics. However, the profile of the correlates varies across the various aspects of product and promotion adaptation.

Product and Promotion Adaptation in Export Ventures: An Empirical Investigation

In an empirical study, the authors investigated the effects of different advertising appeals used in the United States and China. The study focused on the match between values expressed in advertising and values in each of the two cultures, and included the influence of product use condition (socially visible use vs. use in a private setting). Results indicate that although culturally congruent appeals were more effective in general, product use condition moderated the effectiveness of culturally incongruent advertising appeals. Specifically, the subjects' reactions to the appeal were more positive when the appeal matched the product use condition than when the appeal did not match either the culture or the product use condition. Managerial implications are discussed.

https://terpconnect.umd.edu/~nan/475readings/4%20Zhang%20Gelb%201996%20match%20advertising%20culture.pdf

Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions

A fundamental question in international marketing concerns the desirability and feasibility of standardizing marketing programs and procedures internationally. The primary objective of this paper is to present an overview and evaluation of the standardization debate. Central issues of interest include a discussion of the standardization construct and an evaluation of the evidence regarding corporate implementation of standardization strategies.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.jibs.8490424.pdf

International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy

By standardizing the marketing effort over similar worldwide
segments and differentiating it across dissimilar worldwide segments,
the international marketing manager is able to reap the advantages of
both standardization and customization. The choice of the variables by
which to segment the global market is crucial. Traditionally, purely
environmental bases (geographic, political, economic, and cultural) were
used as bases for international market segmentation. Proposes that
international marketers group relevant markets based on both
environmental as well as marketing management bases. The marketing
management bases are classified as: (1) product‐related; (2)
promotion‐related; (3) price‐related; and (4) distribution‐related.
Derives number of propositions with direct implications for
international marketing strategy and segmentation with respect to these
bases. Highlights the managerial implications of the variables
encompassed by these bases. Proposes the empirical investigation of the
derived propositions as a research agenda for the future.

Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate

Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.

P.J. Hovell

Papers

International marketing presentations: some options