Purpose – To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics … of standardization. Design/methodology/approach – This is a conceptual research paper that has been developed based on … gaps in prior frameworks of standardization/adaptation. A three‐factor model of standardization/adaptation of global …

level of global product standardization. Design/methodology/approach – The study is based on a survey of executive level … were found between specific market, industry, and company factors and global product standardization. Originality …

multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by …

advertising standardization question that focuses on the implementation of strategies rather than on their development. The … benefits of standardization they want to achieve. Originality/value – To the knowledge of the authors, this study is the first …

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific … appeals. However, the number of differences between the countries casts doubt on the extent of regional standardization that …

Examines empirically the standardization of international marketing strategy from the perspective of Colombian … exporting firms. Also investigates standardization of the finer aspects of the marketing mix variables than previous studies … have addressed. In addition, links marketing standardization to Colombian firms’ export intensity. Suggests that Colombian …

attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and … detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in … marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on …

behind the standardization or adaptation of global marketing strategies adopted by EMFs for their cross-border acquisitions … firms for their cross-border acquisitions. The drivers of the standardization/adaptation of marketing strategies (including … stronger effect than organizational identities on global marketing strategies, including branding. The standardization of the …