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Marketing Mix Standardisation in International Marketing : An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies and its Internal and External Correlates

by: Richter, Tobias

Marketing Mix Standardisation in International Marketing : An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies and its Internal and External Correlates

by: Richter, Tobias

ISBN 13:
9780820454559
ISBN 10:
0820454559
Format: Paperback
Copyright: 04/01/2002
Publisher: Peter Lang Pub Inc

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Abstract

vii

Acknowledgements

viii

List of Tables

List of Figures

xxiii

List of Appendices

xxiv

Introduction

(1)

The Research

(1)

The Research Aims

(1)

Research Methodology: An Overview

(1)

The Organization of the Book

(1)

Conclusions

(5)

International Marketing Standardization

Introduction

(1)

Definition of Marketing Standardization

(2)

The Marketing Standardization Debate: An Overview

(4)

Previous Studies

(7)

Previous German Studies

(3)

Findings of Previous Studies

(13)

The Degree of Product Standardization

(4)

Uniform Products

(1)

Modified Products

(3)

The Degree of Price Standardization

(2)

The Degree of Distribution Standardization

(2)

The Degree of Promotion Standardization

(3)

Potential Benefits of Marketing Standardization

(2)

Cost Reduction

(1)

Increased Management Efficiency

(1)

Consistent Brand Image

(1)

Conclusions

(1)

Contingency Factors of Marketing Standardization

Introduction

(12)

The External Dimension of Contingency Variables: An Overview

(1)

Target Market

(1)

Economic and Geographical Factors

(1)

Market Position

(5)

Competitive Aspects

(1)

Market Conditions

(1)

Culture

(2)

Market Development

(1)

Nature of Product

(4)

Type of Product

(1)

High-Tech versus High-Touch Products

(1)

Culture-Bound versus Culture - Free Products

(1)

Consumer versus Industrial Products

(2)

Positioning of the Product

(1)

Environment

(4)

Legal Aspects

(1)

Political Aspects

(1)

Physical Aspects

(1)

Marketing Infrastructure

(1)

The Internal Dimension of Contingency Variables: An Overview

(1)

Corporate Orientation

(4)

Ethnocentric Orientation

(1)

Polycentric Orientation

(1)

Regiocentric Orientation

(1)

Geocentric Orientation

(1)

Headquarters - Subsidiary Relationships

(1)

Delegation of Authority

(2)

Impact of Standardization on Performance

(3)

Findings on Standardization and Performance

(2)

Conclusions

(6)

Methodology

Introduction

(1)

Research Strategy

(3)

Domain of Construct

100

(1)

Sample of Items

100

(1)

Preliminary Questionnaire

101

(1)

Purifying the Measure

102

(1)

Cronbach's Coefficient Alpha

102

(1)

Design of the Questionnaire

103

(1)

Data Collection

104

(4)

Sample Selection

104

(1)

Mail Survey Approach

105

(1)

Method of Enquiry

105

(1)

Response Rate

106

(2)

Assess Reliability

108

(3)

Assess Validity

111

(2)

Content Validity

111

(1)

Construct Validity

112

(1)

Measuring the Degree of Standardization

113

(8)

Testing of the Propositions

121

(9)

Data Analysis

121

(1)

Summated Scales

121

(2)

Simple Correlation /Regression Analysis

123

(1)

Multiple Correlation/Regression Analysis

124

(3)

T-Test Analysis

127

(1)

One-Way ANOVA

128

(1)

Post-ANOVA Analysis

129

(1)

Conclusions

130

(3)

Results and Discussion: Marketing Standardization

Introduction

133

(1)

Characteristics of the Responding Companies and Non-Response Bias

133

(4)

Industry

133

(1)

Company Size

134

(1)

Type of Company

135

(2)

Characteristics of the Responding Companies and their Impact on Marketing Standardization

137

(5)

Size

137

(3)

Market Share

140

(2)

Characteristics of the Overseas Operations and their Impact on Marketing Standardization

142

(8)

Size of Companies Overseas

142

(2)

Chosen Market Overseas

144

(2)

Type of Overseas Operation

146

(2)

Level of Activity

148

(2)

Marketing Standardization

150

(39)

Standardization of the Marketing Programme: An Overview

150

(5)

Standardization of the Marketing Programme: Findings

155

(2)

Testing the Propositions

157

(1)

Product Standardization

157

(9)

Price Standardization

166

(5)

Distribution Standardization

171

(9)

Promotion Standardization

180

(9)

Conclusions

189

(4)

Results and Discussion: Contengency Factors of Marketing Standardization

Introduction

193

(1)

The External Dimension: Testing the Propositions

193

(36)

Target Market

193

(8)

Market Position

201

(6)

Competitive Aspects

207

(5)

Market Conditions

212

(4)

Market Development

216

(1)

Nature of Product

217

(1)

Type of Product

217

(3)

Product Positioning

220

(4)

Environmental Factors

224

(1)

Legal, Political, Physical Aspects

224

(2)

Marketing Infrastructure

226

(3)

The Internal Dimension: Testing the Propositions

229

(13)

Corporate Orientation

229

(5)

Headquarter-Subsidiary Relationships

234

(2)

Delegation of Authority

236

(6)

Impact of Standardization on Performance

242

(7)

Financial Performance

244

(4)

Non-Financial Performance

248

(1)

Conclusions

249

(4)

Conclusions

Introduction

253

(1)

Empirical Findings

253

(14)

Degree of Marketing Standardization

253

(5)

Contingency Variables

258

(9)

Limitations

267

(5)

Implications

272

(5)

Academic Implications

272

(2)

Practical Implications

274

(3)

Future Research Direction

277

(4)

Bibliography

281

(45)

Appendices

326

Amazon no longer offers textbook rentals. We do!

Marketing Mix Standardisation in International Marketing : An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies and its Internal and External Correlates

Marketing Mix Standardisation in International Marketing : An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies and its Internal and External Correlates

9780820454559

0820454559

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