Journal article
Standardization Versus Adaptation in Global Markets: Is Channel Strategy Different?
Journal of marketing channels, v 17(2)
09 Apr 2010
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
The argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. This argument has generally taken place at the aggregate level to include all four strategic areas of the marketing mix (product, price, promotion, and place) taken together. This article disaggregates the standardization-versus-adaptation argument by focusing on just one strategic area of the marketing mix-channel strategy. We argue that three underlying phenomena or forces in global markets (culturally distant distribution behavior, distributive institution rigidity, and international functional fragmentation) inhibit a firm's ability to standardize channel strategy in global markets to a greater degree than is the case for product, price, and promotional strategies.
Metrics
Details
- Title
- Standardization Versus Adaptation in Global Markets: Is Channel Strategy Different?
- Creators
- Boryana Dimitrova - Drexel UniversityBert Rosenbloom - Drexel University
- Publication Details
- Journal of marketing channels, v 17(2)
- Publisher
- Taylor & Francis Group
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000415510000004
- Scopus ID
- 2-s2.0-77951610238
- Other Identifier
- 991019168144204721
UN Sustainable Development Goals (SDGs)
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Source: SDGs in the Output
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- Web of Science research areas
- Business