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Marketing standardization within global industries: An empirical study of performance implications

Sharon O’Donnell (Department of Business Administration, University of Delaware, Newark, USA)
Insik Jeong (School of International Commerce, Keimyung University, Taegu, Korea)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 February 2000



Examines the relationship between global standardization and performance within the global industry context. For firms competing in global industries that emphasize high‐tech, industrial products, global standardization was found to be positively related to organizational performance. In addition, considers the moderating effect of managerial characteristics on the global standardization‐performance relationship. Results indicate that the subsidiary manager’s marketing experience strengthened the global standardization‐performance relationship, but the manager’s international experience did not have a moderating effect. In summary, results show that global standardization can be an effective strategic option when implemented consistently with organizational contingencies.



O’Donnell, S. and Jeong, I. (2000), "Marketing standardization within global industries: An empirical study of performance implications", International Marketing Review, Vol. 17 No. 1, pp. 19-33.




Copyright © 2000, MCB UP Limited

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