EXPRESS: Standardization and Adaptation as a Co-Constituted Process: The Pursuit of Relational Fit in International Markets

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-10-23 DOI:10.1177/1069031x231212414
Konstantinos Poulis
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Abstract

Marketing products/services internationally implies a bold decision; one that has high-cost implications and significant performance consequences: Should we standardize or adapt our marketing strategy across borders? The dilemma is a seminal and, perhaps, the most enduring issue in international marketing scholarship. However, despite the voluminous work, an ontological assumption induces inconclusive conceptualizations and impedes further theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. Namely, this work problematizes a portrayal of the decision as if it is taken following a ‘detached’, own judgement of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective; one that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a co-constituted process towards relational fit with international marketing strategies being contingent on the role of significant ‘others.’
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标准化与适应是一个共同构成的过程:国际市场中关系契合的追求
国际营销产品/服务意味着一个大胆的决定;一个具有高成本影响和显著绩效后果的问题:我们是应该标准化还是跨国界调整我们的营销策略?这种困境是国际营销学术研究中一个影响深远、或许也是最持久的问题。然而,尽管大量的工作,一个本体论假设导致不确定的概念化和阻碍进一步的理论进展。作者认为,一个独立的、原子式的标准化/适应决策表示就是这样一个障碍。也就是说,这项工作对决策的描述提出了问题,就好像它是在对广泛的环境突发事件进行“超然”的、自己的判断之后做出的。反过来,该研究建立在合适的文献基础上,并提出了另一种观点;承认必要的理论化的关系必要性的人。因此,标准化/适应被定义为一个共同构成的过程,与国际营销策略的关系契合取决于重要的“他者”的角色。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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