文章基本信息

标题：The Influence of Adaptation and Standardization of the Marketing Mix on Performance: a Meta-Analysis
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作者：Vinícius Andrade Brei ; Lívia D'Avila ; Luis Felipe Camargo 等
期刊名称：BAR - Brazilian Administration Review
印刷版ISSN：1807-7692
电子版ISSN：1807-7692
出版年度：2011
卷号：8
期号：3
页码：266-287
语种：English
出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
其他摘要：This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) - or the strength of the relation (Wolf, 1986) - between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions.
关键词：Standardization; adaptation; marketing; performance; meta-analysis