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...

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Detalles Bibliográficos
Autores: Brei, Vinícius Andrade, D'Avila, Lívia, Camargo, Luis Felipe, Engels, Juliana
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2011
País:Brasil
Institución:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
Repositorio:BAR - Brazilian Administration Review
Idioma:inglés
OAI Identifier:oai:ojs3.bar.anpad.org.br:article/154
Acceso en línea:https://bar.anpad.org.br/index.php/bar/article/view/154
Access Level:acceso abierto
Palabra clave:standardization
adaptation
marketing
performance
meta-analysis
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spelling The influence of adaptation and standardization of the marketing mix on performance: A meta-analysisstandardizationadaptationmarketingperformancemeta-analysisThis 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.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2011-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://bar.anpad.org.br/index.php/bar/article/view/15410.1590/S1807-76922011000300004Brazilian Administration Review; Vol. 8 No. 3 (2011): Jul/Sep - 2011; 266-2871807-7692reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPADenghttps://bar.anpad.org.br/index.php/bar/article/view/154/142Copyright (c) 2019 Brazilian Administration Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBrei, Vinícius AndradeD'Avila, LíviaCamargo, Luis FelipeEngels, Juliana2019-09-21T23:08:33Zoai:ojs3.bar.anpad.org.br:article/154Revistahttps://bar.anpad.org.br/index.php/bar/PUBhttps://bar.anpad.org.br/index.php/bar/oaibar-eic@anpad.org.br || bar@anpad.org.br1807-76921807-7692opendoar:2019-09-21T23:08:33BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false
dc.title.none.fl_str_mv The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
title The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
spellingShingle The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
Brei, Vinícius Andrade
standardization
adaptation
marketing
performance
meta-analysis
title_short The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
title_full The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
title_fullStr The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
title_full_unstemmed The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
title_sort The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis
dc.creator.none.fl_str_mv Brei, Vinícius Andrade
D'Avila, Lívia
Camargo, Luis Felipe
Engels, Juliana
author Brei, Vinícius Andrade
author_facet Brei, Vinícius Andrade
D'Avila, Lívia
Camargo, Luis Felipe
Engels, Juliana
author_role author
author2 D'Avila, Lívia
Camargo, Luis Felipe
Engels, Juliana
author2_role author
author
author
dc.subject.por.fl_str_mv standardization
adaptation
marketing
performance
meta-analysis
topic standardization
adaptation
marketing
performance
meta-analysis
description 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.
publishDate 2011
dc.date.none.fl_str_mv 2011-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://bar.anpad.org.br/index.php/bar/article/view/154
10.1590/S1807-76922011000300004
url https://bar.anpad.org.br/index.php/bar/article/view/154
identifier_str_mv 10.1590/S1807-76922011000300004
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://bar.anpad.org.br/index.php/bar/article/view/154/142
dc.rights.driver.fl_str_mv Copyright (c) 2019 Brazilian Administration Review
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Brazilian Administration Review
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
publisher.none.fl_str_mv ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
dc.source.none.fl_str_mv Brazilian Administration Review; Vol. 8 No. 3 (2011): Jul/Sep - 2011; 266-287
1807-7692
reponame:BAR - Brazilian Administration Review
instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
instacron:ANPAD
instname_str Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
instacron_str ANPAD
institution ANPAD
reponame_str BAR - Brazilian Administration Review
collection BAR - Brazilian Administration Review
repository.name.fl_str_mv BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
repository.mail.fl_str_mv bar-eic@anpad.org.br || bar@anpad.org.br
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score 15,300724

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