Standardization in International Marketing Strategy Is Doomed to Failure: Literature Review and Methodological Critique

1581 words 7 pages
Standardization in International Marketing Strategy is doomed to failure: Literature review and methodological critique. The literature on standardization of international marketing strategy has rapidly increased in amount since Levitt (1983) suggested the main concept that business strategies and their influences on firm performance should be universal through national markets which are very much alike culturally, economically and politically, in spite of limited empirical evidence focused directly on this topic. He pointed out that world markets are becoming more and more identical and therefore a standardized approach to company operations, productions, marketing and other functions is feasible and advisable. This review focuses …show more content…

By using the ‘structure-conduct-performance’ paradigm, the authors suggest and empirically examine a conceptual framework to break down the consequences and ancestors of company’s brand-name standardization or adaptation strategy; develop hypothesis to the connection between brand-name standardization and adaptation and its consequences and ancestors; test four hypotheses empirically using a survey method and discuss conclusions for modern marketers. It is obvious that literature had reviewed in this work on international branding is scanty.

Leonidou (2003) claims that existent empirical researches on subject around international marketing strategy standardization versus adaptation are too scrap to make some conclusions, regardless of forty years debates. In his study he tries to cover all empirical papers on this topic that met main criteria such as empirical nature and adequate primary information in quantitative format. Leonidou’s paper bases on an integrative analysis of 36 papers that employed manual and electronic literature search methods. The mainstream of this research is found as contradictory and discovered by non-significant deductions related with unsuitable conceptualization, and weak analytical methods.


The main conclusion of this literature review on the topic of