The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis

Abstract

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) - or the strength of the relation (Wolf, 1986) - between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from.133 to.209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean =.168) instead of standardizing it (ES mean =.134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES =.209) should be the first element of the marketing mix to be adapted, followed by promotion (ES =.155), product (ES =.154), and distribution (ES =.141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. © 2011 Brazilian Administration Review.