Title The link between standardization/adaptation of international marketing strategy and company performance /
Translation of Title Tarptautinio marketingo strategijos standartizacijos / adaptacijos sprendimų ir įmonės veiklos efektyvumo sąsajos.
Authors Virvilaite, Regina ; Seinauskiene, Beata ; Sestokiene, Giedre
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Is Part of Inžinerinė ekonomika = Engineering economics.. Kaunas : Technologija. 2011, vol. 22, iss. 1, p. 106-117.. ISSN 1392-2785. eISSN 2029-5839
Keywords [eng] international marketing strategy ; standardization ; adaptation ; company performance ; generic strategies
Abstract [eng] Most scientific studies concentrate on factors that impact the choice of a certain strategy, and they seek to identify forces that stimulate standardization or adaptation. But the validity of the choice of standardization or adaptation strategy is determined by its potential to improve company performance (Samie & Roth, 1992). Jain (1989) states that suitability of an international marketing strategy is confirmed by the strategy’s influence on the company performance – economic and strategic benefit, received due to implementation of the chosen strategy. Although the factor of company’s performance should be one of the most important ones when making the strategic decision of standardization/adaptation, according to scientists, this issue has been researched empirically the least, and results of performed research works are contradictory (Katsikeas, Samiee & Theodosiou, 2006). Therefore, the link between standardization/adaptation of international marketing strategy and company performance remain a topical object of the scientific research. [...].
Published Kaunas : Technologija
Type Journal article
Language English
Publication date 2011
CC license CC license description