Influence Of Globalization On International Marketing Strategies

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[Influence of Globalization on International Marketing Strategies]



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In this study we try to explore the concept of “globalization” in a holistic context. The main focus of the research is on “globalization” and its relation with “international marketing”. The research also analyzes many aspects of “international marketing” and tries to gauge its effect on “globalization”. Finally the research describes various factors which are responsible for “international marketing strategies” and tries to describe the overall effect of “globalization” on “international marketing”.

Table of Contents





Background of the Study1

Aim of the Research3

Significance of the Study3

Research Questions3




International Marketing6

Standardization of International Marketing Strategies7

Company Performance Assessment8


Primary methodology11

Research Design11

Literature Search12

Literature Selection Criteria12

Keywords Used12

Instrument for data collection13

Data analysis13

Theoretical Background13



Background of the Study

Most scientific studies concentrate on factors that impact the choice of a certain strategy, and they seek to identify forces that stimulate standardization or adaptation. But the validity of the choice of standardization or adaptation strategy is determined by its potential to improve company performance (Samie & Roth, 1992). Jain (1989) states that suitability of an international marketing strategy is confirmed by the strategy's influence on the company performance - economic and strategic benefit, received due to implementation of the chosen strategy. Although the factor of company's performance should be one of the most important ones when making the strategic decision of standardization/adaptation, according to scientists, this issue has been researched empirically the least, and results of performed research works are contradictory (Richmond, Anthony, 2002, pp 707).

Therefore, the link between standardization/adaptation of international marketing strategy and company performance remain a topical object of the scientific research. The problem in this article is formulated with the help of the following question: is there any link between standardization/adaptation decisions of international marketing strategy and company performance? The aim of the article is to develop a theoretical model of the link between standardization/ adaptation decisions of international marketing strategy and company performance and to test it empirically. Seeking to realize the set task, research was performed using methods of systematic and comparative analysis of scientific literature. Empirical verification of the theoretical model was performed using the case analysis method.

Identified internal organisational and external environmental factors, which limit standardization/ adaptation decisions of international marketing strategy, are presented in the article based on the analysis of scientific literature. Reviewing research of this subject, causality direction is analyzed and the link between standardization/adaptation decisions of international marketing strategy and company performance is substantiated. The performed analysis of scientific literature has shown that the link between standardization/ adaption and company ...
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