You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Standardization of International Marketing Strategy: Some Research Hypotheses
Subhash C. Jain
Journal of Marketing
Vol. 53, No. 1 (Jan., 1989), pp. 70-79
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251525
Page Count: 10
You can always find the topics here!Topics: Standardization, Marketing, Marketing strategies, Consumer goods industries, International financial management, Subsidiary companies, Globalization, International business, Developing countries, Marketing management
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecting program standardization are examined critically. In an attempt to establish a research agenda on the standardization issue, the author develops research propositions for each factor.
Journal of Marketing © 1989 American Marketing Association