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.
The Influence of Global Marketing Standardization on Performance
Saeed Samiee and Kendall Roth
Journal of Marketing
Vol. 56, No. 2 (Apr., 1992), pp. 1-17
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252038
Page Count: 17
You can always find the topics here!Topics: Standardization, Marketing, Business structures, Industrial products, Electronic products industry, Industrial market, Sales growth, Brands, Customers, Environmental technology
Were these topics helpful?See somethings 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
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.
Journal of Marketing © 1992 American Marketing Association