Marketing

Context (archaeology)

Neuroscience

Pure mathematics

Biology

Variety (cybernetics)

Standardization

Field (mathematics)

Operating system

Economics

Computer science

Conceptual framework

Management science

Business

Paleontology

Systematic review

Marketing research

Psychology

Mathematics

Political science

Sociology

Artificial intelligence

MEDLINE

Knowledge management

Adaptation (eye)

Social science

Journal of Business Research

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.

Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda