Global marketing standardization

Research output: Contribution to journalArticlepeer-review


The author examines the marketing literature to identify emerging trends from conceptual and empirical articles on the controversy about standardization versus adaptation of global marketing strategies. The paper discusses theories underlying standardization or adaptation and examines empirical evidence about the assumption that international markets are homogenizing. It concludes that this assumption may be inaccurate as markets seem to shift apart. Research about the use of standardized strategies and its relation to international performance is reviewed and directions for future research are proposed.

Original languageEnglish
Pages (from-to)91-119
Number of pages29
JournalJournal of Global Marketing
Issue number1-2
StatePublished - 1996
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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