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A study of marketing standardization and performance of australian, japanese, and U.S. firms
Resource type
Author/contributor
- Kustin, Richard Alan (Author)
Title
A study of marketing standardization and performance of australian, japanese, and U.S. firms
Abstract
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.
Publication
Journal of Asia-pacific Business
Date
2010
Volume
11
Issue
4
Pages
296-308
Journal Abbr
J. Asia-Pacific Bus.
Citation Key
pop00344
ISSN
10599231 (ISSN)
Language
English
Extra
0 citations (Crossref) [2023-10-31]
Citation Key Alias: lens.org/098-111-043-197-155
tex.type: [object Object]
Citation
Kustin, R. A. (2010). A study of marketing standardization and performance of australian, japanese, and U.S. firms. Journal of Asia-Pacific Business, 11(4), 296–308. https://doi.org/10.1080/10599231.2010.522164
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