Standardization/adaptation of international marketing strategy Academic Article uri icon

abstract

  • For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Why? Here, it is argued that the last 40 years of scholarly research has advanced without a strong underlying theoretical framework. The historical foundations of the standardization/adaptation perspective are presented, followed by a critical evaluation of the field under the guiding framework of the fundamentals of theoretical construction. Suggestions for developing a stronger theoretical foundation, as well as directions for future research are addressed.

published proceedings

  • International Marketing Review

author list (cited authors)

  • Ryans, J. K., Griffith, D. A., & White, D. S.

citation count

  • 119

complete list of authors

  • Ryans, John K||Griffith, David A||White, D Steven

publication date

  • December 2003