The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions

Development of archetypes of international marketing strategy

The extant business literature contains three separate characterizations of international marketing strategy: standardization–adaptation, concentration–dispersion, and integration–independence. These characterizations have, for decades, informed researchers, students, and practitioners alike of the strategic options a multinational firm might have in formulating its cross-border marketing approaches. Although useful, these characterizations have yet to be unified within an integrative classification scheme that considers the gestalt combinatorial patterns along multiple strategy dimensions. Toward creating such a classification scheme, this paper proposes a holistic conceptualization of international marketing strategy grounded in configurational theory, whereby strategies are viewed as multidimensional archetypes. We present evidence of three distinct international marketing strategy archetypes obtained through an exploratory case coding/clustering study. After discussing the characteristics, possible drivers, and contingent performance potentials of these archetypes, we offer directions for future research. Journal of International Business Studies (2006) 37, 499–524. doi:10.1057/palgrave.jibs.8400206