The Role of Marketing Standardization/Adaptation Strategies on Managers’ Satisfaction with Export Performance: Proposal of a Conceptual Framework

Abstract

The purpose of this paper is to present a conceptual framework of satisfaction with export performance. Exporting as an internationalization strategy is becoming more and more important in today's risky international markets. Before entering in any joint venture or direct investments, companies prefer to test international markets with exporting strategy as initial, less risky market entry strategy. One of the preliminary marketing decisions for any exporting company is the level of standardization or adaption on company products or services, as well as on complete marketing program. Standardization or adaptation decision is directly related with export performance, thus research propositions for marketing mix standardization/adaptation and their relationships with satisfaction with export performance will be presented in the study. In the paper, factors affecting program standardization/adaptation are examined critically. In order to develop a research agenda on the standardization/adaptation issue, research propositions for each factor are developed as well.