Standardization/Adaptation of International Marketing Strategy
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Griffith, D. A. 2010. Standardization/Adaptation of International Marketing Strategy. Wiley International Encyclopedia of Marketing. 6.
- 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.
- international marketing strategy;
- market homogeneity;
- market heterogeneity;
- contingency model