Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda

Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a...

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Bibliographic Details
Published in:Journal of business research 2021-03, Vol.125, p.416-435
Main Authors: Mandler, Timo, Sezen, Burcu, Chen, Jieke, Özsomer, Ayşegül
Format: Article
Language:English
Subjects:
Business schools
Emerging markets
International marketing
Marketing
Marketing adaptation
Marketing mix
Marketing standardization
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Summary:Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a result of the preponderance and variety of conceptual and methodological considerations included in prior studies. To facilitate further advancement of the field, this study adopts a theory–context–characteristics–methodology (TCCM) framework to (1) systematically review literature related to the performance consequences of marketing standardization/adaptation and (2) outline a comprehensive agenda for future research. The systematic review reveals the need for new, dynamic theoretical perspectives (theory); it also identifies research gaps related to emerging markets, (digital) services (context), individual marketing mix elements, and customer-related performance outcomes (characteristics). Finally, we suggest several methodological remedies and best practices (methodology) that can help enhance the validity of continued findings in this domain.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2020.12.023