The Influence of Global Marketing Standardization on Performance

TLDR

The study addresses a key controversy in marketing regarding the suitability of global standardization. The authors conducted an empirical comparison of firms that emphasize global standardization versus those that use less standardization in a global industry setting. The study finds that for firms emphasizing global standardization, market coverage, capacity utilization, specialty products, and high‑priced niche offerings are important, yet no performance advantage is observed compared to less standardized firms.

Abstract

The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global standardization and others that use less standardization was conducted within the global industry context. The results indicate that market coverage and capacity utilization are important considerations for firms emphasizing global standardization. Emphasis on specialty products and the development of high priced products for market niches are also of some importance to these firms. However, in the critical area of performance, no difference is observed between firms stressing global standardization and others.