An empirical study of the relationship between marketing standardization and performance of Japanese firms in international markets: the moderating role of product strategy

Abstract

This study examines the relationship between marketing standardization and performance of Japanese firms in international markets. Additionally, it explores the moderating role of product strategy. Particularly, it focuses on Japan's country image in foreign markets and suggests the best strategic fit for Japanese firms to enhance their performance in international markets. The research hypotheses are tested using regression analysis based on survey data from 118 Japanese manufacturing firms. The results show that marketing standardization is an effective strategy to enhance performance, especially when Japanese firms pursue a premium product strategy.

The Relationship of Firm, Managerial & Product Characteristics with Standardization of Export Marketing Strategies in Auto Component Manufacturing Industry

“…exporting of superior/quality products and high-end, technically premium products have a direct association with product standardisation strategy across the global market. (Jeong, Kim, 2018). By following a product standardisation strategy, production and marketing costs can be reduced.…”

“…The same kind of marketing practices can be followed all over the globe due to similar requirements of OEM's. (Jeong, et al, 2018). Developing countries like India, can take the advantage of foreign exchange because the value of a home currency is lesser than the value of the currency in most advanced counties.…”