Open AccessJournal Article
Entry Methods and International Marketing Decision Making: An Empirical Investigation
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In this paper, the authors investigate levels of adaptation and standardisation in international marketing tactics, and examine whether multinational companies are adapting or standardising their marketing mix elements in international markets, based on empirical research with some of the largest UK-based multinational companies.Abstract:
This paper investigates levels of adaptation and standardisation in international marketing tactics, and examines whether multinational companies are adapting or standardising their marketing mix elements in international markets. It is based on empirical research with some of the largest UK-based multinational companies. The research shows that both adaptation and standardisation are used at the same time within the respondent group. Levels of integration are dependent upon consideration of the relationship between the rationale for internationalisation and elements identified, and an understanding of how these are affected by a number of factors (one of them being Entry Methods, the factor under consideration here).read more
Citations
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International marketing adaptation versus standardisation of multinational companies.
TL;DR: In this article, a rating scale Rasch model is used to place the multinational companies' attitude towards standardisation and adaptation on a linear continuum, and the relationship between the adaptation and standardisation variable against other variables is investigated.
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IMC antecedents and the consequences of planned brand identity in Higher Education
TL;DR: In this article, a conceptual model is proposed on the relationship between university brand management elements relevant in University context and their influence on brand image, brand reputation, and identification, and empirically tests a number of hypotheses related to the aforementioned constructs.
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The Influence of Adaptation and Standardization of the Marketing Mix on Performance: a Meta-Analysis
TL;DR: In this article, the authors analyzed the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context and found that there is a positive relationship between marketing mix adaptation and standardization.
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International strategies of emerging market firms: Standardization in brand management revisited
TL;DR: In this paper, the authors developed and tested a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms.
References
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Book
Research Methods for Business Students
TL;DR: How to use this book Guided tour Preface Contributors The nature of business and management research and structure of this book and the research topic are explained.
Book
Research Methods in the Social Sciences
David Nachmias,Chava Nachmias +1 more
TL;DR: In this article, the authors present a comprehensive treatment of the scientific approach to research within the context of the social sciences, emphasizing the relationship between theory, research, and practice, leading students through seven major, interrelated stages of research methods: definition of the research problem, statement of hypothesis, research design, measurement, data collection, data analysis, and generalization.
The globalization of markets
TL;DR: The authors argued that the traditional MNC's strategy of tailoring its products to the needs of multiple markets may put it at a severe disadvantage vis-a-vis competitors who apply marketing imagination to the task of developing advanced, functional, reliable standardized products, at the right price, on a global scale.
Book
The Multinational Mission: Balancing Local Demands and Global Vision
C. K. Prahalad,Yves L. Doz +1 more
Journal ArticleDOI
Standardization of International Marketing Strategy: Some Research Hypotheses:
TL;DR: In this article, a framework for determining marketing program standardization is introduced, with a focus on the process and program aspects of international marketing strategy standardization, and a discussion of the factors that affect the standardization process.