Faithin Omaha eBook Collection

Download or read book International Marketing Standardization & Impact of Fit on Performance written by Anhtuan Nguyen and published by LAP Lambert Academic Publishing. This book was released on 2012-03 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of Taiwanese multinational corporations (MNCs) operating in the Vietnam. The results indicate that all of four environmental factors such as marketing infrastructure, customer's characteristics, competitive intensity and technological velocity can influence the standardization or adaptation of international marketing strategy.