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Global Marketing Channels and the Standardization Controversy
Journal article   Peer reviewed

Global Marketing Channels and the Standardization Controversy

Bert Rosenbloom, Trina Larsen and Rajiv Mehta
Journal of global marketing, v 11(1), pp 49-64
17 Apr 1997
DOI: https://doi.org/10.1300/J042v11n01_04

Abstract

Since the early 1960s, standardization has often been viewed as an efficient strategy for global marketers while others have argued for the relative merits of adaptation. A review of the literature reveals two important points: first, relative to other areas of marketing, channels of distribution are given short shrift in the standardization versus adaptation debate; second, of the existing literature on the standardization of global marketing channels, academicians and practitioners generally concur that marketing channels cannot be standardized. This conclusion may be premature. Thus, this paper offers a conceptual framework for the possible standardization of global marketing channels. A schematic model of the domestic marketing channel development process is extended to the global arena and a framework for the evaluation of the standardization alternatives in the international marketing channels development context is presented.

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40 citations in Scopus

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