Standardization in international marketing: The latin american case

Robert Grosse, Walter Zinn

Research output: Contribution to journalArticle

32 Scopus citations

Abstract

This paper presents the results of a survey on the marketing standardization and adaptation practices of US multinationals operating in Latin America. It expands the literature in two ways. First, previous papers on this subject have a mostly European orientation; this is the first paper to take a comprehensive look at all marketing mix variables in an underdeveloped region. Second, we offer a comparison with a previous study done in Europe. The questionnaire used in this survey replicates that of Picard, Boddewyn, and Soehl (1988). Results show that many of the standardization and adaptation practices of US multinationals operating in Latin America are significantly different from US multinationals operating in Europe.

Original languageEnglish (US)
Pages (from-to)53-78
Number of pages26
JournalJournal of Global Marketing
Volume4
Issue number1
DOIs
StatePublished - Feb 13 1991

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ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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