nach oben

Management International Review

Erschienen in:

01.10.2013 | Research Article

International Marketing Standardization

A Meta-Analytic Estimation of Its Antecedents and Consequences

verfasst von: Qun Tan, Dr. Carlos M. P. Sousa

Erschienen in: Management International Review | Ausgabe 5/2013

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. However, the findings reported in the literature are too fragmented to yield clear insights. To address this issue, the authors conduct a meta-analysis to quantitatively synthesize and analyze the empirical findings on antecedents and consequences of international marketing program standardization.
The empirical results reported in this study have been integrated from 110 independent samples published in 108 articles. Multivariate analysis is used to examine the antecedents of international marketing program standardization strategy as well as the interdependence between the four elements of the marketing-mix. In addition, meta-regression analyses and subgroup analyses are performed to test potential moderating effects of performance measurement characteristics on marketing standardization-performance relationship.
On the basis of the results, the authors discuss the implications of their findings and provide directions for further research.

Vorheriger Artikel Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance

Nächster Artikel Management Compensation Systems in MNCs and Domestic Firms

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Management International Review

MANAGEMENT INTERNATIONAL REVIEW is a double-blind refereed journal that aims at the advancement and dissemination of research in the fields of International Management.

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Aguinis, H., & Gottfredson, R. K. (2010). Best-practice recommendations for estimating interaction effects using moderated multiple regression. Journal of Organizational Behavior, 31(6), 776–786.CrossRef

Aguinis, H., Pierce, C. A., Bosco, F. A., Dalton, D. R., & Dalton, C. M. (2011). Debunking myths and urban legends about meta-analysis. Organizational Research Methods, 14(2), 306–331.CrossRef

Bascle, G. (2008). Controlling for endogeneity with instrumental variables in strategic management research. Strategic Organization, 6(3), 285–327.CrossRef

Beasley, T. M. (2008). Seemingly unrelated regression (SUR) models as a solution to path analytic models with correlated errors. Multiple Linear Regression Viewpoints, 34(1), 1–7.

Birnik, A., & Bowman, C. (2007). Marketing mix standardization in multinational corporations: A review of the evidence. International Journal of Management Reviews, 9(4), 303–324.CrossRef

Borenstein, M., Hedges, L. V., Higgins, J. P. T., & Rothstein, H. R. (2009). Introduction to meta-analysis. New Jersey: Wiley.CrossRef

Brown, S. P., & Peterson, R. A. (1993). Antecedents and consequences of salesperson job satisfaction: Meta-analysis and assessment of causal effects. Journal of Marketing Research, 30(1), 63–77.CrossRef

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), 1–21.CrossRef

Cavusgil, S. T., Zou, S., & Naidu, G. M. (1993). Product and promotion adaptation in export ventures: An empirical investigation. Journal of International Business Studies, 24(3), 479–506.CrossRef

Child, J. (1972). Organizational structure, environment and performance: The role of strategic choice. Sociology, 6(1), 1–22.CrossRef

Chung, H. F. L. (2009). Structure of marketing decision making and international marketing standardisation strategies. European Journal of Marketing, 43(5/6), 794–825.CrossRef

Cui, G., & Lui, H.-K. (2005). Order of entry and performance of multinational corporations in an emerging market: A contingent resource perspective. Journal of International Marketing, 13(4), 28–56.CrossRef

Dalton, D. R., & Dalton, C. M. (2005). Strategic management studies are a special case for meta-analysis. Research Methodology in Strategy and Management, 2, 31–63.CrossRef

Diamantopoulos, A. (1991). Pricing: Theory and evidence: A literature review. In M. J. Baker (Ed.), Perspectives on Marketing Management (3rd ed., pp. 64–192). Chichester: Wiley.

Diamantopoulos, A. (2008). Formative indicators: Introduction to the special issue. Journal of Business Research, 61(12), 1201–1202.CrossRef

Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263–282.CrossRef

Dow, D. (2006). Adaptation and performance in foreign markets: Evidence of systematic under-adaptation. Journal of International Business Studies, 37(2), 212–226.CrossRef

Duval, S., & Tweedie, R. (2000). Trim and fill: A simple funnel-plot-based method of testing and adjusting for publication bias in meta-analysis. Biometrics, 56(2), 455–463.CrossRef

Franke, G. R., & Park, J.-E. (2006). Salesperson adaptive selling behavior and customer orientation: A meta-analysis. Journal of Marketing Research, 43(4), 693–702.CrossRef

Gerpott, T. J., & Jakopin, N. M. (2005). International marketing standardization and financial performance of mobile network operators: An empirical analysis. Schmalenbach Business Review, 57(3), 189–228.

Grewal, R., & Tansuhaj, P. (2001). Building organizational capabilities for managing economic crisis: The role of market orientation and strategic flexibility. Journal of Marketing, 65(2), 67–80.CrossRef

Hedges, L. V., & Olkin, I. (1985). Statistical methods for meta-analysis. Orlando: Academic Press.

Hughes, M., Martin, S. L., Morgan, R. E., & Robson, M. J. (2010). Realizing product-market advantage in high-technology international new ventures: The mediating role of ambidextrous innovation. Journal of International Marketing, 18(4), 1–21.CrossRef

Hult, G. T. M., Ketchen, D. J., Jr., Griffith, D. A., Chabowski, B. R., Hamman, M. K., Dykes, B. J., Pollitte, W. A., & Cavusgil, S. T. (2008). An assessment of the measurement of performance in international business research. Journal of International Business Studies, 39(6), 1064–1080.CrossRef

Hultman, M., Robson, M. J., & Katsikeas, C. S. (2009). Export product strategy fit and performance: An empirical investigation. Journal of International Marketing, 17(4), 1–23.CrossRef

Hunter, J. E., & Schmidt, F. L. (1990). Methods of meta-analysis: Correcting error and bias in research findings. Newbury Park: Sage.

Hunter, J. E., & Schmidt, F. L. (2000). Fixed effects vs. random effects meta-analysis models: Implications for cumulative research knowledge. International Journal of Selection & Assessment, 8(4), 275–292.CrossRef

Jain, S. C. (1989). Standardization of international marketing strategy: Some research hypotheses. Journal of Marketing, 53(1), 70–79.CrossRef

Jarvis, C. B., MacKenzie, S. B., & Podsakoff, P. M. (2003). A critical review of construct indicators and measurement model misspecification in marketing and consumer research. Journal of Consumer Research, 30(2), 199–218.CrossRef

Johnson, J. L., & Arunthanes, W. (1995). Ideal and actual product adaptation in US exporting firms: Market-related determinants and impact on performance. International Marketing Review, 12(3), 31–46.CrossRef

Katsikeas, C. S., Samiee, S., & Theodosiou, M. (2006). Strategy fit and performance consequences of international marketing standardization. Strategic Management Journal, 27(9), 867–890.CrossRef

Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41.CrossRef

Lages, L. F. (2001). Linking management forces, marketing standardisation and export performance: Empirical evidence from Portuguese SMEs. Paper presented at the 30th European Marketing Academy Conference, Bergen May 2001.

Lages, L. F., & Montgomery, D. B. (2004). Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium-sized exporters. European Journal of Marketing, 38(9/10), 1186–1214.CrossRef

Lages, L. F., Jap, S. D., & Griffith, D. A. (2008). The role of past performance in export ventures: A short-term reactive approach. Journal of International Business Studies, 39(2), 304–325.CrossRef

Larimo, J., & Kontkanen, M. (2008). Standardization vs. adaptation of the marketing mix strategy in SME exports. Paper presented at the 34th EIBA Annual Conference, Tallinn 2008.

Lee, C., & Griffith, D. A. (2004). The marketing strategy-performance relationship in an export-driven developing economy: A Korean illustration. International Marketing Review, 21(3), 321–334.CrossRef

Lee, E., & Staelin, R. (1997). Vertical strategic interaction: Implications for channel pricing strategy. Marketing Science, 16(3), 185–207.CrossRef

Lee, R. P. (2010). Extending the environment-strategy-performance framework: The roles of multinational corporation network strength, market responsiveness, and product innovation. Journal of International Marketing, 18(4), 58–73.CrossRef

Leonidou, L. C., Katsikeas, C. S., & Samiee, S. (2002). Marketing strategy determinants of export performance: A meta-analysis. Journal of Business Research, 55(1), 51–67.CrossRef

Li, L.-y. (2010). Factors that reduce rigid product adaptation decisions: The case of exporting firms in China. Industrial Marketing Management, 39(4), 531–537.CrossRef

Melewar, T. C., & Saunders, J. (1998). Global corporate visual identity systems: Standardization, control and benefits. International Marketing Review, 15(4), 291–308.CrossRef

Myers, M. B. (1999). Incidents of gray market activity among U.S. exporters: Occurrences, characteristics, and consequences. Journal of International Business Studies, 30(1), 105–126.CrossRef

Myers, M. B., & Cavusgil, S. T. (1996). Export pricing strategy-performance relationship: A conceptual framework. Advances in International Marketing, 8, 159–178.

Nakos, G., Brouthers, K. D., & Brouthers, L. E. (1998). The impact of firm and managerial characteristics on small and medium-sized greek firms’ export performance. Journal of Global Marketing, 11(4), 23–47.CrossRef

Navarro, A., Acedo, F. J., Robson, M. J., Ruzo, E., & Losada, F. (2010). Antecedents and consequences of firms’ export commitment: An empirical study. Journal of International Marketing, 18(3), 41–61.CrossRef

Özsomer, A., & Simonin, B. L. (2004). Marketing program standardization: A cross-country exploration. International Journal of Research in Marketing, 21(4), 397–419.CrossRef

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.CrossRef

Peters, J. L., Sutton, A. J., Jones, D. R., Abrams, K. R., & Rushton, L. (2007). Performance of the trim and fill method in the presence of publication bias and between-study heterogeneity. Statistics in Medicine, 26(25), 4544–4562.CrossRef

Peterson, R. A., & Brown, S. P. (2005). On the use of beta coefficients in meta-analysis. Journal of Applied Psychology, 90(1), 175–181.CrossRef

Pierson, P. (2000). Increasing returns, path dependence, and the study of politics. American Political Science Review, 94(2), 251–267.CrossRef

Rao, V. R. (1984). Pricing research in marketing: The state of the art. Journal of Business, 57(1), S39–S60.

Rosenthal, R. (1994). Parametric measures of effect sizes. In H. Cooper & L. V. Hedges (Eds.), The handbook of research synthesis (pp. 231–244). New York: Russell Sage Foundation.

Ryans, J. K., Jr., Griffith, D. A., & White, D. S. (2003). Standardization/adaptation of international marketing strategy: Necessary conditions for the advancement of knowledge. International Marketing Review, 20(6), 588–603.CrossRef

Samiee, S., & Roth, K. (1992). The influence of global marketing standardization on performance. Journal of Marketing, 56(2), 1–17.CrossRef

Schilke, O., Reimann, M., & Thomas, J. S. (2009). When does international marketing standardization matter to firm performance? Journal of International Marketing, 17(4), 24–46.CrossRef

Schmid, S., & Kotulla, T. (2011). 50 years of research on international standardization and adaptation: From a systematic literature analysis to a theoretical framework. International Business Review, 20(5), 491–507.CrossRef

Shoham, A. (1996). Global marketing standardization. Journal of Global Marketing, 9(1/2), 91–119.CrossRef

Shoham, A. (2003). Standardization of international strategy and export performance: A meta-analysis. Journal of Global Marketing, 16(1), 97–120.CrossRef

Shoham, A., Brencic, M. M., Virant, V., & Ruvio, A. (2008). International standardization of channel management and its behavioral and performance outcomes. Journal of International Marketing, 16(2), 120–151.CrossRef

Solberg, C. A. (2008). Strategy development in international markets: A two tier approach. International Marketing Review, 25(5), 520–543.CrossRef

Sousa, C. M. P., & Bradley, F. (2006). Cultural distance and psychic distance: Two peas in a pod? Journal of International Marketing, 14(1), 49–70.CrossRef

Sousa, C. M. P., & Bradley, F. (2009). Price adaptation in export markets. European Journal of Marketing, 43(3/4), 438–458.CrossRef

Sousa, C. M. P., Martínez-López, F. J., & Coelho, F. (2008). The determinants of export performance: A review of the research in the literature between 1998 and 2005. International Journal of Management Reviews, 10(4), 343–374.CrossRef

Stock, W. A. (1994). Systematic coding for research synthesis. In H. Cooper & L. V. Hedges (Eds.), The handbook of research synthesis (pp. 125–138). New York: Russell Sage Foundation.

Subramaniam, 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(2), 171–194.

Sydow, J., Schreyögg, G., & Koch, J. (2009). Organizational path dependence: Opening the black box. Academy of Management Review, 34(4), 689–709.CrossRef

Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16–35.

Tan, Q., & Sousa, C. M. P. (2011). Research on export pricing: Still moving toward maturity. Journal of International Marketing, 19(3), 1–35.CrossRef

Theodosiou, M., & Leonidou, L. C. (2003). Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research. International Business Review, 12(2), 141–171.CrossRef

Viswesvaran, C., & Ones, D. S. (1995). Theory testing: Combining psychometric meta-analysis and structural equations modeling. Personnel Psychology, 48(4), 865–885.CrossRef

Vrontis, D., Thrassou, A., & Lamprianou, I. (2009). International marketing adaptation versus standardisation of multinational companies. International Marketing Review, 26(4/5), 477–500.CrossRef

Waheeduzzaman, A. N. M., & Dube, L. F. (2004). Trends and development in standardization adaptation research. Journal of Global Marketing, 17(4), 23–52.CrossRef

Weber, R. P. (1990). Basic content analysis (quantitative applications in the social cciences) (2nd ed.). Newbury Park: Sage.

Wong, H. Y., & Merrilees, B. (2008). Determinants of SME international marketing communications. Journal of Global Marketing, 21(4), 293–305.CrossRef

Wood, J. A. (2008). Methodology for dealing with duplicate study effects in a meta-analysis. Organizational Research Methods, 11(1), 79–95.CrossRef

Yaprak, A., Xu, S., & Cavusgil, E. (2011). Effective global strategy implementation. Management International Review, 51(2), 179–192.CrossRef

Zou, S., & Stan, S. (1998). The determinants of export performance: A review of the empirical literature between 1987 and 1997. International Marketing Review, 15(5), 333–356.CrossRef

Titel: International Marketing Standardization
A Meta-Analytic Estimation of Its Antecedents and Consequences
verfasst von: Qun Tan
Dr. Carlos M. P. Sousa
Publikationsdatum: 01.10.2013
Verlag: Springer Berlin Heidelberg
Erschienen in: Management International Review / Ausgabe 5/2013
Print ISSN: 0938-8249
Elektronische ISSN: 1861-8901
DOI: https://doi.org/10.1007/s11575-013-0172-5

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Management International Review

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 5/2013

Isomorphic Pressures, Peripheral Product Attributes and Emerging Market Firm Export Performance

Management Compensation Systems in MNCs and Domestic Firms

The Impact of Psychic Distance on Chinese Outward Foreign Direct Investments

Venturing Early or Following Late?

Premium Partner