The effects of transfer of marketing methods on export performance: an empirical examination

The debate about standardization versus adaptation for foreign market has received increased attention in the literature since the early 1980s. This increase is due in part to the globalization of markets for many goods and services. Largely ignored in the rhetoric has been the issue of transference of marketing strategies and tactics. This is especially apparent with regards to empirical studies on this issue. The little research that has been done on transference has centered on advertising. This paper extends the research base to other elements of the marketing mix and assesses the relations between these elements and performance. Owing to the friction that exists between headquarters and subsidiaries or foreign intermediaries, this paper proposes that adaptation of strategies enhances performance, whereas transference reduces performance. As such, the study answers Jain's (Jain, S.C. (1989) Journal of Marketing, Vol. 53, January, pp. 70-79) call for empirical examinations of the relations between adaptation and performance.