The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis

Abstract

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES)-or the strength of the relation (Wolf, 1986)-between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions.

Marketing Mix Implementation in Small Medium Enterprises: A Study of Galeristorey Online Business

“…This results aligned with Kim & Hyun (2011) since GS has quite numbers of followers on social media, the more the brand followers means the bigger brand value accepted by users and customers. This results also aligned with study from (Brei et al, 2011) who stated that the adaptation of marketing mix resulted in a better internationalization performance. It can be seen that GS has already expands its market to Malaysia through its interactive marketing activities via Twitter and Instagram.…”

“…Another research shows that all the marketing-mix efforts positively affect the overall value of firm's brand equity (Kim & Hyun, 2011). A study from Brei, D'Avila, Camargo, & Engels (2011) shows that the firms who practice the adaptation of marketing mix has a better internationalization performance.…”

Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy

“…It is not surprising, therefore, that much recent research has focused on identifying the key criteria influencing adaptation/standardization decisions (e.g. Brei, Avila, Camargo and Engels, 2011;Chung and Tsai, 2009;Helm and Gritsch, 2014).…”

“…It is not surprising, therefore, that much recent research has focused on identifying the key criteria influencing adaptation/standardization decisions (e.g. Brei, Avila, Camargo and Engels, 2011;Chung and Tsai, 2009;Helm and Gritsch, 2014).Understanding how suppliers interpret and manifest the need for adaptation and, further, how consumers react, have become vital issues -not least because suppliers are now moving into emerging markets where potential for growth is substantial (Wooldridge, 2010), but where, coincidentally, potential for dissension/misconstrual is equally large (e.g. Arab/Muslim markets: Busnaina, Youssef and Woodall., 2010;Mahajan, 2013;Marinov, 2007).…”

Influencia de las páginas web de las instituciones de educación superior privada de Brasil en la elección de los futuros estudiantes

“…Segundo Brei et al (2011), essa condição tem a ver com a capacidade de adaptar e de padronizar as ações do composto de marketing para oferecer um padrão de reconhecimento das instituições no mercado tradicional e eletrônico. Neste sentido, Meyer Jr e Mugnol (2004) apontam que a finalidade de cada IESp é converter o maior número possível de potenciais alunos em alunos ativos.…”