Standardisation
1
34th EIBA Annual Conference International Business and the Catching- up economies: Challenges and Opportunities Tallinn, Estonia, - December, 11th -13th , 2008 Track 7: International Marketing and Cross Cultural Issues in International Business
STANDARDIZATION VS. ADAPTATION OF THE MARKETING MIX STRATEGY IN SME EXPORTS
Jorma Larimo University of Vaasa, Department of Marketing PO Box 700, FI-65101 Vaasa Minnie Kontkanen University of Vaasa, Department of Marketing PO Box 700, FI-65101 Vaasa
Abstract. Standardization vs. adaptation of the marketing mix in foreign markets has been one of the key research areas in international marketing since late 1960s. Several authors have presented many arguments favoring standardization but on the other hand several authors have also supported the advantages of adaptation of the marketing mix. More recently the contingency view has received increasingly support. Research results about the degree of standardization vs. adaptation used have been mixed. The product element seems to have been the most standardized and distribution the most adapted element. The goal of this study is to analyze the degree of standardization vs. adaptation of the marketing mix elements by SMEs in their foreign sales integrating selected contingency factors into the analysis. The empirical part of the study will focus on the strategies used by ca. 190 Finnish SMEs in their foreign sales. The total results indicate relatively small difference in the degree of adaptation between product, communication and distribution strategies whereas pricing was more adapted. When the contingency factors were taken into account the results indicated somewhat more variation, but surprisingly limitedly. Keywords: marketing mix, standardization, adaptation, small and medium-sized firms
1. Introduction
Along with the increased role of foreign sales in the operation of companies of various country of origin an increasing interest has also focused on the
34th EIBA Annual Conference International Business and the Catching- up economies: Challenges and Opportunities Tallinn, Estonia, - December, 11th -13th , 2008 Track 7: International Marketing and Cross Cultural Issues in International Business
STANDARDIZATION VS. ADAPTATION OF THE MARKETING MIX STRATEGY IN SME EXPORTS
Jorma Larimo University of Vaasa, Department of Marketing PO Box 700, FI-65101 Vaasa Minnie Kontkanen University of Vaasa, Department of Marketing PO Box 700, FI-65101 Vaasa
Abstract. Standardization vs. adaptation of the marketing mix in foreign markets has been one of the key research areas in international marketing since late 1960s. Several authors have presented many arguments favoring standardization but on the other hand several authors have also supported the advantages of adaptation of the marketing mix. More recently the contingency view has received increasingly support. Research results about the degree of standardization vs. adaptation used have been mixed. The product element seems to have been the most standardized and distribution the most adapted element. The goal of this study is to analyze the degree of standardization vs. adaptation of the marketing mix elements by SMEs in their foreign sales integrating selected contingency factors into the analysis. The empirical part of the study will focus on the strategies used by ca. 190 Finnish SMEs in their foreign sales. The total results indicate relatively small difference in the degree of adaptation between product, communication and distribution strategies whereas pricing was more adapted. When the contingency factors were taken into account the results indicated somewhat more variation, but surprisingly limitedly. Keywords: marketing mix, standardization, adaptation, small and medium-sized firms
1. Introduction
Along with the increased role of foreign sales in the operation of companies of various country of origin an increasing interest has also focused on the
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