Publication: Performance consequences of marketing standardization/adaptation: a systematic literature review and future research agenda
Program
KU-Authors
KU Authors
Co-Authors
Mandler, Timo
Sezen, Burcu
Chen, Jieke
Publication Date
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Type
Embargo Status
Journal Title
Journal ISSN
Volume Title
Alternative Title
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 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.
Source
Publisher
Elsevier
Subject
Business
Citation
Has Part
Source
Journal of Business Research
Book Series Title
Edition
DOI
10.1016/j.jbusres.2020.12.023