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Marketing standardization within global industries

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Abstract:

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.

Keywords: Global Marketing; Globalization; International Business; Organizational Performance

Document Type: Research Article

DOI: https://doi.org/10.1108/02651330010314696

Publication date: 2000-01-01

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