Full Text

"Will a Global Market!ng Strategy Work? An Energy Conservat,on Perspective"

Bronislaw J. Verhage

Georgia State University

Lee D. Dahringer

Emory University

Edward W. Cundiff

The University of Texas at Austin

To what extent, and under what conditions, a marketing strategy can and should be standardized across national boundaries is an issue still to be resolved in the marketing literature. Proponents of standardization point to economies of scale whereas opponents standfirm on segmentation. This study is an attempt to gain insight to the issue of standardization through cross-cultural research in four nations. The results of this study of energy conservation suggest that market segments, similar on attitudes and behavior, do exist across countries. Within such a specific segment, a global strategy may be appropriate, but a single global strategy, aimed at all segments and countries, would not be effective.

INTRODUCTION

In many respects, today's strategic debate about the desirability of a global strategy is an extension of an older debate, one which focused on standardization versus individualization of advertising campaigns across national boundaries. From the familiar discussion of "how far can we use the same advertising campaign in different cultures," a broadening of the discussion has lead through "World Brands," and finally to the desirability of global marketing strategy.

Journal of the Academy of Marketing Science Volume 17, Number 2, pages 129-136. Copyright 9 1989 by Academy of Marketing Science. All rights of reproduction in any form reserved. ISSN 0092-0703.

A global or standardized marketing strategy has been described as selling identical products through similar channels at comparable prices with identical promotional programs in more than one country. Levitt's popular statement of the strategy (1983) is "selling the same product the same way everywhere." Proponents of a global marketing strategy argue that, as the world evolves,...