Mandler, T, Sezen, B, Chen, J et al. (1 more author) (2021) Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda. Journal of Business Research, 125. pp. 416-435. ISSN 0148-2963
Abstract
Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a result of the preponderance and variety of conceptual and methodological considerations included in prior studies. To facilitate further advancement of the field, this study adopts a theory–context–characteristics–methodology (TCCM) framework to (1) systematically review literature related to the performance consequences of marketing standardization/adaptation and (2) outline a comprehensive agenda for future research. The systematic review reveals the need for new, dynamic theoretical perspectives (theory); it also identifies research gaps related to emerging markets, (digital) services (context), individual marketing mix elements, and customer-related performance outcomes (characteristics). Finally, we suggest several methodological remedies and best practices (methodology) that can help enhance the validity of continued findings in this domain.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Elsevier Inc. This is an author produced version of a paper published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Marketing standardization; Marketing adaptation; Marketing mix; Performance; International marketing |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Feb 2021 16:10 |
Last Modified: | 06 Jul 2022 00:13 |
Status: | Published |
Publisher: | Elsevier BV |
Identification Number: | 10.1016/j.jbusres.2020.12.023 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:170999 |
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