Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda
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...
Paper Details
Title
Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda
Published Date
Mar 1, 2021
Journal
Volume
125
Pages
416 - 435
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