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Given the continued importance of the globalization era, there is an ever-increasing interest in the correlation between marketing mix standardization and the firm's market performance. This issue focuses on the firm's pursuit of global markets in an environment conditional to internal and external market factors. The research examines factors on multinational firm's marketing mix (program and process marketing) from Australia, Japan, and the United States and the impact on market performance. The results are mixed providing some support for marketing standardization and profit performance. © Taylor & Francis Group, LLC.
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Globalization has fostered greater interest in all aspects of standardization theory, including the four Ps (product, price, place [distribution], and promotion) of the marketing mix. The study researches the firm's strategy of marketing standardization as it correlates to the firm's profit. Multinational firms from Japan and the United States operating in a global environment were studied in order to correlate marketing standardization to profit performance. The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance. © Taylor & Francis Group, LLC.
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Purpose – Globalization has fostered greater interest in all aspects of standardization theory including the 4Ps of the marketing mix or program and process marketing. The purpose of this paper is to probe the question: “Is there a benefit to the firm's strategy of marketing standardization that correlates positively to the firm's profit?”. Design/methodology/approach – Multinational firms from Australia, Japan and the USA operating in a global environment were studied in order to correlate marketing standardization to profit performance. Several methods of analysis were used including regression and analysis of variance measures. Findings – The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance. Originality/value – The paper adds to the current literature by providing further empirical research correlating marketing mix standardization to profit. © 2010, Emerald Group Publishing Limited
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This research examines the four culture dimensions developed by Hofstede's 1980 and 1983 studies exploring the potential of management-employee conflict. In the present study, employee responses to Hofstede's national culture survey were performed in Belarus, formerly of the Soviet Union, in order to establish a culture score for each of Hofstede's four culture dimensions in a centrally planned economy. The results of the research run counter to some of the stereotypic cultural characteristic expectations, and support others of the cultural values attributable to the Republic of Belarus, an autocratic political and economic state in Eastern Europe. Copyright © by The Haworth Press, Inc. All rights reserved.
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The study researched the possibility of standardizing the marketing mix by investigating the cross-cultural responses from the United States, Brazil, France and India. The study tested the premise of standardization by determining if respondents perceived specific attributes of a common non-durable consumer product the same or differently. The results indicate the opportunity for dynamic marketing standardization remains limited but applicable within specific cultural country markets. Several attribute perceptions between US and foreign respondents are found to be more similar than dissimilar suggesting advantages may exist for a limited implementation of marketing mix standardization as part of a global marketing strategy. © 2004 Elsevier Ltd. All rights reserved.
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