International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy

Linking international adaptation strategy, immigrant effect, and performance: The case of home–host and cross-market scenario

“…This knowledge is important as the success of an adapted process strategy implementation needs to be integrated with local environmental conditions (e.g., an integration of budget planning and local tax policy) (Sorenson & Wiechmann, 1975). Immigrants' familiarity with their COO's and the second host market's environment can help overcome the barriers associated with implementing an adapted process strategy (Walters, 1986). This analysis of the relationships between IE and adapted price, place and process strategies is in line with results reported in the literature.…”

International Advertising Research

“…Miracle's recommendation subsequently became known as process standardization (Walters, 1986). Miracle's (1966Miracle's ( , 1968) research questions to guide international advertising research and his recommendation to focus on process standardization were largely ignored.…”

Business scope and competitive differentiation: a study of strategy consistency

“…In fact, the ability to handle distribution, achieve problem solutions and pursue customer relations in a variety of individual market segments will prove to be crucial in competition. Without enough flexibility, however, there may be difficulties in the treatment of varying types of target customers in areas such as promotion (Walters, 1986).…”