Comparative analysis of International Marketing Strategy Standardization Adaptation on marketing performance——An analysis on empirical studies

摘要

Ⅰ Abstract The paper makes an integrative analysis on the two controversies international schools,adaptation and standardization,and cites the main views and theories of the two schools.Despite the 40 years of debate on international marketing strategy of adaptation and standardization,extant empirical research is too fragmented to make a clear sight on the specific influence of the two strategies on the international marketing performance.Which choice should be preferred to implement our international marketing strategy? What factors of the two strategies can influence the marketing performance? To answer the question,the paper evaluates empirical research on the interactions of the components of a simplified model on international marketing strategy of standardization/ adaptation (Jain,1989;Cavusgil & Zou,1994).