Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research

Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Based on an integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance outcomes, this stream of research was found to be characterized by non-significant, contradictory, and, to some extent, confusing findings attributable...