Standardization of international strategy and export performance: A meta-analysis

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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. [Article copies available for a fee from The Haworth Document Delivery Sernice: 1-800-HAWORTH. E-mail address: <> Website: <http:/>

Original languageEnglish
Title of host publicationStrategic Global Marketing
Subtitle of host publicationIssues and Trends
PublisherTaylor and Francis
Number of pages24
ISBN (Electronic)9781317955863
ISBN (Print)9780789020161
StatePublished - 30 Aug 2021

Bibliographical note

Publisher Copyright:
© 2002 by The Haworth Press, Inc. All rights reserved]


  • Export strategy
  • Israel
  • Performance
  • Planning and export
  • Standardization

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • Business, Management and Accounting (all)


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