Marketing-mix standardization: Determinants of export performance

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.