Adaption vs. Standardisation
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International marketing adaptation versus standardisation of multinational companies
Demetris Vrontis
School of Business, University of Nicosia, Nicosia, Cyprus
Adaptation versus standardisation 477
Received September 2008 Revised February 2009 Accepted February 2009
Alkis Thrassou
Department of Marketing, School of Business, University of Nicosia, Nicosia, Cyprus, and
Iasonas Lamprianou
Department of Education, The University of Manchester, Manchester, UK
Abstract
Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies’ tactical (7Ps – marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results. Design/methodology/approach – A rating scale Rasch model is used in order to place the multinational companies’ attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation. Findings – The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relationship between AdaptStand and other variables. Furthermore, it categorises the reasons pulling towards adaptation or standardisation into “significant” and “peripheral”; and provides valuable insights towards practical application. Practical implications – The paper provides marketing researchers and practitioners with an overview of the main factors that influence marketing tactical
International marketing adaptation versus standardisation of multinational companies
Demetris Vrontis
School of Business, University of Nicosia, Nicosia, Cyprus
Adaptation versus standardisation 477
Received September 2008 Revised February 2009 Accepted February 2009
Alkis Thrassou
Department of Marketing, School of Business, University of Nicosia, Nicosia, Cyprus, and
Iasonas Lamprianou
Department of Education, The University of Manchester, Manchester, UK
Abstract
Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies’ tactical (7Ps – marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results. Design/methodology/approach – A rating scale Rasch model is used in order to place the multinational companies’ attitude towards standardisation and adaptation on a linear continuum. Structural equation modelling is subsequently used in order to investigate the relationship between the adaptation and standardisation variable against other variables. An extensive literature review is also undertaken to provide the theoretical foundation. Findings – The paper corroborates the findings of past research by placing multinational companies on a linear continuum; by identifying their overall attitude towards adaptation/standardization; and by describing the relationship between AdaptStand and other variables. Furthermore, it categorises the reasons pulling towards adaptation or standardisation into “significant” and “peripheral”; and provides valuable insights towards practical application. Practical implications – The paper provides marketing researchers and practitioners with an overview of the main factors that influence marketing tactical