Standardization

Standardization of International Marketing Strategy: Some Research Hypotheses Author(s): Subhash C. Jain Reviewed work(s): Source: Journal of Marketing, Vol. 53, No. 1 (Jan., 1989), pp. 70-79 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251525 . Accessed: 30/01/2013 19:19

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Subhash C. Jain

Standardization of International Marketing Strategy: Some Research Hypotheses

Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research agenda on the standardization issue, the author develops research propositions for each factor.

GLOBAL marketingis much on the minds of academiciansand practitioners today. It has been argued that the worldwide marketplacehas become so can homogenizedthat multinational corporations market standardizedproducts and services all over the lower costs world, by identicalstrategies,with resultant and higher margins. Interestingly,the standardization issue is not new. Whether to standardizeor to customize has been a vexing...