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Intercontinental marketing version versus standardisation of international companies Demetris Vrontis
College of Business, University of Nicosia, Nicosia, Cyprus
Adaptation versus standardisation 477
Received September 08 Revised Feb . 2009 Accepted February 2009
Department of Marketing, School of Business, College or university of Nicosia, Nicosia, Cyprus, and
Department of Education, The College or university of Gatwick, Manchester, UK Abstract
Purpose вЂ“ The objective of this newspaper is to situation multinational firms on a thready continuum implying their general attitude to standardisation/adaptation, looks at the reasons inп¬‚uencing multinational companies' tactical (7Ps вЂ“ promoting mix) behaviour towards this, and п¬Ѓnally presents the underlying managerial implications in the results. Design/methodology/approach вЂ“ A rating size Rasch style is used to be able to place the multinational companies' frame of mind towards standardisation and variation on a geradlinig continuum. Strength equation modeling is consequently used in in an attempt to investigate the partnership between the variation and standardisation variable against other variables. An extensive materials review is usually undertaken to provide the assumptive foundation. Findings вЂ“ The paper corroborates the п¬Ѓndings of earlier research by simply placing multinational companies over a linear continuum; by identifying their overall attitude toward adaptation/standardization; through describing the partnership between AdaptStand and other factors. Furthermore, it categorises the reasons pulling to adaptation or perhaps standardisation in to " signiп¬ЃcantвЂќ and " peripheralвЂќ; and supplies valuable information towards program. Practical effects вЂ“ The paper supplies marketing analysts and experts with an overview of the key factors that inп¬‚uence advertising tactical behavior in worldwide markets. In addition , the research goes beyond descriptive analysis to identify essential behavioural concerns and to prescribe marketing strategies regarding internationalisation. Originality/value вЂ“ Though the subject matter of " adaptation versus standardisationвЂќ continues to be extensively researched, this paper provides initial work through specific quantitative evaluation of a sufп¬Ѓcient sample of multinational businesses. The conventional paper reaches speciп¬Ѓc and explicit conclusions that scientiп¬Ѓcally evaluation existing theory on the subject, categorise factors according to their signiп¬Ѓcance in the adaptation/standardisation decision method and offer useful prescriptions of marketing tactics depending on the п¬Ѓndings. Keywords Foreign marketing, Web marketing strategy, Multinational companies, Marketing theory, Standardization Paper type Research paper
1 . Introduction Inside the п¬Ѓeld of international marketing, the controversy over the degree of standardisation or edition has entertained a signiп¬Ѓcant part of previous research.
Intercontinental Marketing Assessment Vol. 26 Nos 4/5, 2009 pp. 477-500 queen Emerald Group Publishing Limited 0265-1335 DOI 10. 1108/02651330910971995
IMR dua puluh enam, 4/5
The subject, even though extensively researched, has not been worn out yet, as, in-depth statistical analysis and measurement of the relative pounds of elements affecting the choice are still essential to enhance the knowledge on it. This study makes a signiп¬Ѓcant step toward eliminating this kind of gap and provides a valuable addition both to theoretical understanding and to managerial applications about them. Vignali and Vrontis (1999) indicate this debate commenced as early as 61, when Elinder (1961) deemed it regarding worldwide promoting. During that period, advertising and the need for worldwide standardisation i visited the cardiovascular system of the argument (Kanso and Kitchen, 2004). International advertising standardisation may have necessitated one common advertising...