Standardization of International Strategy and Export Performance: A Meta-Analysis

The author advances a model of the relationship between the degree of standardization of international marketing strategy and export performance that distinguishes between objective and subjective performance. The model is tested using a meta-analysis, which makes it possible to incorporate the results of multiple studies of the focal constructs. Specifically, the author brings together the results of studies about the impact of the degree of standardization of the export marketing mix and export planning on export performance. Unfortunately, older papers, published before the last decade, did not include sufficient data to be included in the analysis. Thus, the paper summarizes quantitatively the research carried out over the last decade and suggests future research and managerial implications.