Standardization of international marketing strategy by firms from a developing country

Abstract

Examines empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms. Also investigates standardization of the finer aspects of the marketing mix variables than previous studies have addressed. In addition, links marketing standardization to Colombian firms’ export intensity. Suggests that Colombian firms appear to pursue different degrees of standardization with respect to different dimensions of their international marketing strategy. Also suggests that there are several relationships between marketing standardization and Colombian firms’ export intensity, and the nature and strength of each relationship depends on the specific dimension of marketing standardization being examined. Discusses the implications of these findings for research and management.