Marketing-mix standardization: Determinants of export performance

Research output: Contribution to journalArticlepeer-review


The increasing globalization of world markets has made international marketing strategy more important than ever. Unfortunately, research about it has tended to use simple measures of performance and a limited set of explanatory strategy variables. The research reported here identifies strategies that lead to export performance. It includes a more comprehensive set of explanatory variables than previous studies and evaluates the reliability and validity of these measures. Research hypotheses are tested by data generated from a mail survey and in-depth interviews. Export performance is seen as an outcome of standardizing or adapting marketing strategies. Empirical results and a synthesis of in-depth interviews support some research hypotheses. The findings are used to generate a number of managerial implications in the context of international marketing strategy.

Original languageEnglish
Pages (from-to)53-73
Number of pages21
JournalJournal of Global Marketing
Issue number2
StatePublished - 1996
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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