Marketing standardization within global industries - An empirical study of performance implications

被引：50

作者：

O'Donnell, S ^{[1
]}

Jeong, I

机构：

[1] Univ Delaware, Dept Business Adm, Newark, DE 19711 USA

[2] Keimyung Univ, Sch Int Commerce, Taegu, South Korea

来源：

INTERNATIONAL MARKETING REVIEW | 2000年 / 17卷 / 01期

关键词：

global marketing; globalization; organizational performance; international business;

D O I：

10.1108/02651330010314696

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Examines the relationship between global standardization and performance within the global industry context. For firms competing in global industries that emphasize high-tech, industrial Products, global standardization was found to be Positively related to organizational performance. In addition, considers the moderating effect of managerial characteristics on the global standardization-performance relationship. Results indicate that the subsidiary manager's marketing experience strengthened the global standardization-performance relationship, but the manager's international experience did not have a moderating effect. In summary, results show that global standardization can be an effective strategic option when implemented consistently with organizational contingencies.

引用

页码：19 / 33

页数：15

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