Elements of Standardization, Firm Performance and Selected Marketing Variables

Waheeduzzaman, A. N. M.; Dube, Leon F.

doi:10.1300/j042v16n01_08

Cited by 21 publications

(11 citation statements)

References 31 publications

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“…Being aware that complete standardization or complete customization is unrealistic (Calantone et al, 2004), we classify companies according to their main orientation (Baalbaki and Malhotra, 1995;Waheeduzzaman and Dube, 2002;Zou et al, 1997). In the Survey of Business Strategies, Spanish manufacturing firms must state one or none of the following two options:…”

Section: Methodsmentioning

confidence: 99%

The international performance of standardizing and customizing Spanish firms

Almodóvar

2012

Multinational Business Review

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to shed new light on the multinationality-performance debate by examining the performance of standardizing versus customizing firms from Spain. Design/methodology/approach -The reasons for variations in performance of exporting firms build on the industrial organization and resource-based views of strategy, which are shown to be linked to the integration (standardization) versus responsiveness (customization) framework of international business. The paper also incorporates the Uppsala model and the home region nature of international business activity. It develops hypotheses for both standardizing and customizing paths of international expansion for exporting firms. The paper uses the Survey on Business Strategies which has the support of the Ministry of Industry of Spain. This databank collects data of a representative sample of the Spanish manufacturing sector. The paper uses fixed-effects regression models for the period 2000-2008.Findings -The paper provides evidence on how firms with a strategy of product standardization follow an M curve-fourth degree polynomial relationship between the degree of internationalization (DOI) and performance. In contrast, product customization firms are observed to follow an inverted M curve relationship. Furthermore, by using both models, an appropriate level of internationalization can be suggested. Originality/value -The paper provides theoretical and empirical support for the different relationships of standardizing and customizing firms when expanding abroad. This paper is one of the first to find empirical support for an M curve relationship between the DOI and performance, and certainly is the first one testing and corroborating an inverted M curve.

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Section: Methodsmentioning

confidence: 99%

The international performance of standardizing and customizing Spanish firms

Almodóvar

2012

Multinational Business Review

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“…Some studies found price adaptation to have a non-significant impact on export performance (e.g. Waheeduzzaman and Dube, 2003), whilst others found it to have a negative influence (e.g. Chung and Wang, 2007;Lages and Montgomery, 2005), and a third group of researchers found price adaptation to be positively related to export performance (e.g.…”

Section: H10: the Size Of The Firm Positively Affects The Export Perfmentioning

confidence: 99%

The influence of distributor support and price adaptation on the export performance of small and medium-sized enterprises

Sousa

Novello²

2012

International Small Business Journal: Researching Entrepreneurs

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Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Abstract:Although a number of studies have examined the antecedents of export performance, little empirical attention has been given to the influence of distribution support and price adaptation on export performance in comparison with other determinants. To address this gap in literature, this study develops a new model, which integrates these two constructs as key variables affecting export performance. A sample of senior managers of export firms in Italy is used to test the hypotheses. The results suggest that support given to the distributor has a strong and positive impact on the firms' export performance. In addition, the findings indicate that distribution support plays a mediating role in our model. Contrary to expectations, the results show that price adaptation has no significant impact on export performance. Although in the literature price adaptation and export performance is assumed to have a linear relationship, further analysis shows a non-linear (U-shaped) relationship between price adaptation and export performance. The implications of these findings along with the limitations of the study are discussed.

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“…Research concerning marketing standardization strategy is mainly conducted in relation to the home-host scenario (Akaah, 1991;Cavusgil, Zou and Nadiou, 1993;Johnson and Arunthanes, 1995;Chung, 2002;Waheeduzzaman and Dube, 2002;Waheeduzzaman and Dube, 2004). This group of studies has generated a large number of useful findings for future research in the area of marketing standardization strategy.…”

Section: Introductionmentioning

confidence: 99%

“…They found that firms' choices regarding standardization strategy are mainly determined by government regulations, marketing infrastructure, cultural environment, market lag (product life cycle) and product type. Waheeduzzaman and Dube (2002), whose study examined 64 Fortune 500 firms' operations in a group of foreign host markets, revealed that firms' choices of marketing standardization strategy are influenced by the region their respondent firms operate in, the type of product and the market share/ leadership of the product.…”

Section: Introductionmentioning

confidence: 99%

Analysis of Marketing Standardization Strategies

Chung

Wang

2007

Journal of Global Marketing

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This study uses the experience of sixty-three service international firms, operating in a number of cities in China, to achieve its research objectives. This study has three key features, which are different from the approaches adopted in previous studies. It expands the existing home-host standardization framework from the "country" to the "city" market perspective and focuses on the standardization/adaptation strategy used by service firms. This is a research theme which is still under development. This study has successfully uncovered a significant relationship between marketing standardization strategy and strategic objectives, in the service sector. Based on the findings of its statistical analysis, a "city" market standardization/adaptation-performance framework is proposed. In the framework, the factors affecting service firms' choice of standardization/adaptation strategy and their subsequent influence on performance are identified. The findings from this study offer some new insights into research concerning marketing standardization/ adaptation strategy. Its results have implications for marketing managers, researchers and those who are interested in conducting business in China.

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Elements of Standardization, Firm Performance and Selected Marketing Variables

Cited by 21 publications

References 31 publications

The international performance of standardizing and customizing Spanish firms

The international performance of standardizing and customizing Spanish firms

The influence of distributor support and price adaptation on the export performance of small and medium-sized enterprises

Analysis of Marketing Standardization Strategies

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