Standard Article

Standardization/Adaptation of International Marketing Strategy

Part 6. International Marketing

  1. David A. Griffith

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06017

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Griffith, D. A. 2010. Standardization/Adaptation of International Marketing Strategy. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Michigan State University, East Lansing, MI, USA

Publication History

  1. Published Online: 15 DEC 2010


Issues pertaining to the appropriateness of standardization/adaptation of international marketing strategy continue to be paramount to academics and practitioners. While a significant number of studies have been conducted on this important topic, an examination of a selection of seminal articles in the field demonstrates considerable divergence in foundational definitions. This article does not work to resolve these conceptual distinctions but rather to address how differences in approaches to these distinctions have stimulated work in four key areas that are central to the understanding of the standardization/adaptation of marketing strategy: (i) type of standardization/adaptation, (ii) standardization/adaptation unit of analysis, (iii) market homogeneity and the effectiveness/efficiency argument, and (iv) models of standardization/adaptation.


  • standardization;
  • adaptation;
  • international marketing strategy;
  • market homogeneity;
  • market heterogeneity;
  • contingency model