Standardization in Worldwide Marketing Strategy is usually doomed to failure: Materials review and methodological evaluate. The materials on standardization of foreign marketing strategy features rapidly elevated in volume since Levitt (1983) recommended the main idea that organization strategies and their influences upon firm functionality should be general through national markets which are very much equally culturally, financially and critical, in spite of limited empirical evidence focused on this theme. He pointed out that world markets are becoming a growing number of identical and therefore a standardized approach to business operations, shows, marketing and various other functions is usually feasible and advisable. This review focuses on a limited number of articles drafted since the initial issue of standardization that addressed the aspect of advertising by Elinder in 1961, and selected through the main journals in business and management theory. There has been a continuing debate regarding positive and negative areas of business approach based on total standardization across national marketplaces, in contrast with complete adaptation strategies to person markets (Leonidou, 2003). The first portion of the study makes an statement of methodological orientations of selected books; meanwhile the second section promises that globally markets are getting to be so uniform and homogeneous that international corporations get the opportunity of promoting standardized products around the world using identical tactics with the purpose of cutting down expenses and elevating profits (Jain, 1989). Furthermore, Clark (1990) argues that such components of marketing procedure as merchandise positioning, identifying, branding and so forth, and consumer services impact the degree of standardization in online marketing strategy in different methods. However , the key finding of the review would be that the degree of standardization or version of marketing strategy designed to achieve higher economic indicators, directly depends on particular foreign market segments and the time under consideration (Czinkota & Samli, 2007). Methodological Orientations
According to Samiee and Roth (1992) the global standardization does occur in the modern market, but there exists neither a great optimal way for all industry places as well as for the whole array of company items, nor a single strategy that could suit every marketing elements, necessarily to the same extent. Riesenbeck and Freeling (1991) assert that a focus on ideal degree of standardization or edition through different elements of competitive strategy variables such as advertising and marketing, branding, sale promotion and pricing can give more impact than strategies with total standardization or adaptation. There is certainly, however , an extremely limited discussion on method used in the standardization in international web marketing strategy in the chosen literature that does come about at market. Birnik and Bowman (2007) define their very own research style as the underlying epistemological notion based upon pragmatism. In the same manner, Clark's paper contains an effective discussion about methodology. This individual methodologically explains every chosen study and the limitations which could influence additional findings though other teachers reviewed usually do not classify themselves epistemologically or ontologically oriented. non-etheless, it is obvious which the literature with this review provides a predominantly positivist orientation. The paper by simply Birnik and Bowman (2007) presents conclusions of methodical literature review approach upon marketing combine standardization factors in procedures of global organizations. The design of operate is based on pragmatism as the underlying epistemological orientation. Their particular review features tried to synthesize the probative base with regards to marketing mix standardization in order to identify the вЂbest evidence' of standardization in practice of multinational companies and to get solution ideas for further employ by management...
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Birnik A., and Bowman, C. (2007), " Marketing mix standardization in international corporations: A review of the evidence, " International Log of Supervision Reviews, on the lookout for (4), 303-24.
Belk R. W. (2006), Handbook of qualitative research methods in marketing, Edward cullen Elgar Posting Inc.
Clark, Terry (1990), " Intercontinental Marketing and Countrywide Character: An overview and Proposal for a great Integrative Theory, " Diary of Marketing, 54(4), 66-79.
Elinder, Erik (1961), " How International May Advertising Always be? " Worldwide Advertiser (December), 12-16.
Jain, Subhash C. (1989), " Standardization of International Marketing Strategy: Some Exploration Hypotheses, " Journal of Marketing, 53 (January), 70-79.
Samiee, Saeed and Kendall Roth (1992), " The Influence of Global Promoting Standardization upon Performance, " Journal of Marketing, 56 (April), 1-17.
Szymanski, David M., Sundar G. Bharadawaj, and Rajan P. Varadarajan (1993), " Standardization Versus Variation of International Marketing Strategy: A great Empirical Investigation, " Record of Marketing, 57 (October), 1-17.
Leonidou T. (2003), Standardization versus variation of foreign marketing strategy: A great integrative analysis of the scientific research. Foreign Business Review 2003; doze: 141-171.
| |of analysis | |International marketing strategy
| Jain (1989) | Conceptual and empirical |Positivist with 13 propositions |A model in making the
| | | |standardization decision
|Clark (1990) |Conceptual and empirical |Positivist with meta-analysis |A check of several main hypotheses relevant
|(2002) | |ses empirically by using a survey |standardization or edition strategy
| | |method, and discuss ramifications |
| | |for online marketers |
|Leonidou (2003) |Empirical study |Highly positivist based on an |A degree of standardization or perhaps adaptation
|Birnik & Bowman (2007) |Conceptual and empirical, |Interpretive with qualitative data |вЂBest evidence' of standardization in
| |observation and analysis of 107 | |practice of multinational organizations