The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the eff...
| Autores: | , , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2011 |
| País: | Brasil |
| Recursos: | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| Repositório: | BAR - Brazilian Administration Review |
| Idioma: | inglês |
| OAI Identifier: | oai:ojs3.bar.anpad.org.br:article/154 |
| Acesso em linha: | https://bar.anpad.org.br/index.php/bar/article/view/154 |
| Access Level: | Acceso aberto |
| Palavra-chave: | standardization adaptation marketing performance meta-analysis |
| Resumo: | This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. |
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