Standardization of international marketing strategy by firms from a developing country

Zou, Shaoming; Andrus, David M.; Norvell, D. Wayne

doi:10.1108/02651339710170203

Cited by 154 publications

(122 citation statements)

References 34 publications

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“…In the pursuit to reap prophesied benefits of globalisation, such as economies of scale and a global identity, multinationals are confronted with the issue of standardisation versus adaptation (e.g. Agrawal, 1995;Dow, 2006;Jain, 1989;Szymanksi et al, 1993;Theodosiou and Leonidou, 2003;Zou et al, 1997). The debate related to the most appropriate level of adaptation/standardisation as well as determining factors seem to have found little agreement, however.…”

Section: Theoretical Backgrou Dmentioning

confidence: 99%

Globalisation/regionalisation of accounting firms and their sustainability services

Kolk

Margineantu

2009

International Marketing Review

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Purpose -The debate about global integration (standardisation) versus responsiveness (adaptation) has recently been supplemented with perspectives that emphasise regionalisation. And while the discussion has also been extended from manufacturing to services, there are specific sectors and emergent topics that have not yet received much attention. This paper explores how accounting firms (Big Four) and particularly their sustainability services fit in the globalisation/regionalisation/localisation spectrum, and appear to standardise or adapt in main countries in the various regions around the world.Design/methodology/approach -Examined are the Big Four accounting firms in general, and their sustainability services in fifteen countries in five regions and globally, as presented on their respective websites.Findings -While overall the Big Four are somewhere between globalisation and biregionalisation, the traditional independent member firm structure appears to prevail in service offerings, as sustainability services do not exhibit standardisation and there are hardly signs of regionalisation/globalisation. This seems to result from special characteristics of services, such as inseparability of production and consumption, and local requirements regarding sustainability.Research limitations/applications -This exploratory study can be a starting point for further in-depth analyses into sustainability and/or services sector(s), and the way in which they figure in current realities of international business. 3Practical implications -The paper gives insight into the variety of sustainability services around the world, as well as the way in which the accounting firms have dealt with global issues that also have local dimensions.Originality/value -The paper sheds light on a topic in a sector so far unexplored in the globalisation/regionalisation debate, bringing new dimensions and perspectives to it.

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Section: Theoretical Backgrou Dmentioning

confidence: 99%

Globalisation/regionalisation of accounting firms and their sustainability services

Kolk

Margineantu

2009

International Marketing Review

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“…La mayoría de los estudios se centran en el análisis de la influencia de la estandarización de precios sobre la actuación exportadora, llegándose a resultados contradictorios (Zou, Andrus & Norvell, 1997 Lengler, 2009;Navarro, Acedo, Robson, Ruzo & Losada, 2010;Navarro et al, 2011;Martínez-Villavicencio, 2011). Así, cabe cuestionarse si en general el precio es una fortaleza releva nte para la actuación exportadora o como afirman Cavusgil y Zou (1994) nos encontramos ante una variable irrelevante para la construcción de una ventaja competitiva en el proceso de internacionalización de las empresas.…”

Section: H22: La Importancia Otorgada Al Precio De Los Productos Comunclassified

Intensidad exportadora y fortalezas percibidas en la estrategia de marketing: Una perspectiva basada en la experiencia de empresas exportadoras españolas

Castro-González¹,

Gutiérrez-Villar²,

Padilla³

et al. 2016

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Purpose: This paper studies if there are associations between export profiles of some Spanish companies –high or low export intensity- and the opinion of managers about strengths generated in the marketing mix.Design/methodology: Through a questionnaire to 64 export Spanish companies and the literature review, we defined the export intensity as the dependent variable. The explanatory variables used measure the importance granted by the companies to the different variables of the marketing mix as strengths for export activity. We used MANOVA method as it lets us analyze differences between two or more metrical dependent variables (quality, price, promotion and place) based on a mix of categorical variables that act like predictors (export volume).Findings: Our results indicate that a correct planning of the marketing strategy is a key aspect inside internationalization strategy. In contrast with other studies that analyze specific strategies within marketing mix, this research focuses on these as perceived competitive strengths, whichever the mix of variable strategy that generates these strengths is.Practical implications: The differences observed indicate that there are different patterns in the marketing mix strength evaluation. The results show that the firms which have the most export intensity have generated bigger capacities especially in distribution channels configuration and promotion strategies.Originality/value: The main differentiating element in this research is the combines focus on the marketing mix variables as competitive strengths while distinguishing each of them.

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“…Secondly, there are cost advantages of pursuing a strategy of international marketing program standardisation. The standardisation of products and marketing strategy is a viable method to furnish cross-subsidisation due to the fact that firms can get advantage of global brand and global channels domination (Zou, Andrus, & Norvell, 1997). The advocates of standardization further suggest that world markets are becoming homogeneous due to the rapid advancement in transportation and communication technologies (Levitt, 1983;Ohmae, 1985).…”

Section: Advantages Of Standardizationmentioning

confidence: 99%

Determinants of SME brand adaptation in global marketing

Wong

Merrilees

2006

IJESB

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Previous studies have focused on the degree of standardization or adaptation and to a lesser extent on the determinants of adaptation. This paper advances the literature in four respects. Firstly, we are able to evaluate the relative importance of internal (commitment; experience) versus external (culture, economic) determinants of adaptation. Secondly, we have examined several firm size categories, so we can evaluate how the relative roles of internal and external factors vary by firm size.Thirdly, rather than treat adaptation as one of adjusting one or more of the four-Ps, we use a more holistic concept of adaptation, namely brand adaptation, and which subsumes marketing mix adaptation. A scale has been developed to capture this holistic concept. Fourthly, we have developed a new culture scale, one based on the perceptions of SME businesses, using domestic operations as a benchmark.

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Standardization of international marketing strategy by firms from a developing country

Cited by 154 publications

References 34 publications

Globalisation/regionalisation of accounting firms and their sustainability services

Globalisation/regionalisation of accounting firms and their sustainability services

Intensidad exportadora y fortalezas percibidas en la estrategia de marketing: Una perspectiva basada en la experiencia de empresas exportadoras españolas

Determinants of SME brand adaptation in global marketing

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