Abstract
A fundamental question in international marketing concerns the desirability and feasibility of standardizing marketing programs and procedures internationally. The primary objective of this paper is to present an overview and evaluation of the standardization debate. Central issues of interest include a discussion of the standardization construct and an evaluation of the evidence regarding corporate implementation of standardization strategies.
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*Peter Walters is an Assistant Professor of International Business at the University of South Carolina. Dr. Walters' publications and research interests include international marketing strategy and exporting. He has a special interest in international business in Scandinavia, and has previously taught at the Norwegian School of Management, Oslo.
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Walters, P. International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy. J Int Bus Stud 17, 55–69 (1986). https://doi.org/10.1057/palgrave.jibs.8490424
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DOI: https://doi.org/10.1057/palgrave.jibs.8490424