Construct · 1 fields · 1 citations

marketing standardization: a standalone construct

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International marketing

using the same marketing program across countries rather than adapting it to each local market.

In international marketing, marketing standardization refers to using the same marketing program across countries rather than adapting it to each local market. This meaning comes from Szymanski (1993) in Journal of Marketing.[1]

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Nearby constructs

market3 fields · 5 citationsjingle · one word, three constructs program2 fields · 2 citationsjingle · one word, two constructs

References

Szymanski, D. M., Bharadwaj, S. G., & Varadarajan, P. R. (1993). Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation. Journal of Marketing, 57(4), 1-17. https://doi.org/10.1177/002224299305700401

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