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
{"title":"EXPRESS: Standardization and Adaptation as a Co-Constituted Process: The Pursuit of Relational Fit in International Markets","authors":"Konstantinos Poulis","doi":"10.1177/1069031x231212414","DOIUrl":null,"url":null,"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.’","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":null,"pages":null},"PeriodicalIF":4.9000,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1069031x231212414","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

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.’
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
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.
期刊最新文献
EXPRESS: Global Events Demand Global Data: COVID-19 Crisis Responses and the Future of Selling and Sales Management around the Globe EXPRESS: Distance and Preference for Full vs. Shared Control: The Moderating Role of Decision-maker Self-construal EXPRESS: Should Global Brands Engage in Brand Activism? EXPRESS: Local-global Cobrand Positioning and Consumer Evaluations in Emerging Markets EXPRESS: Cultural Influences on Privacy Calculus in Loyalty Programs: an Analysis of Individual and National-Level Cultural Values
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1