Show simple item record Brei, Vinícius Andrade D’Avila, Lívia Castro Camargo, Luis Felipe Engels, Juliana 2015-10-21T15:58:51Z 2015-10-21T15:58:51Z 2011
dc.identifier.citation BREI, Vinícius Andrade et al . The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis. BAR - Braz. Adm. Rev., Curitiba, v. 8, n. 3, p. 266-287, 2011. Disponível em: <>. Acesso em: 21 out. 2015. pt_BR
dc.identifier.issn 1807-7692
dc.description.abstract This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation and performance. The results suggest the existence of a medium strength (ES ranging from .133 to .209) for the relationship considered. The results support the existence of a positive impact of both marketing mix adaptation and standardization on performance. However, our results suggest that companies should slightly emphasize the marketing mix adaptation (ES mean = .168) instead of standardizing it (ES mean = .134) when entering in a new international market. Results also indicate that, among the adaptation choices, price (ES = .209) should be the first element of the marketing mix to be adapted, followed by promotion (ES = .155), product (ES = .154), and distribution (ES = .141). Finally, we suggest some new research paths, such as the use of quantitative methods to compare degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. pt_BR
dc.language.iso eng pt_BR
dc.rights open access pt_BR
dc.subject Standardization pt_BR
dc.subject Adaptation pt_BR
dc.subject Marketing pt_BR
dc.subject Performance pt_BR
dc.subject Meta-analysis pt_BR
dc.title The influence of adaptation and standardization of the marketing mix on performance: a meta-analysis pt_BR
dc.type article pt_BR
dc.identifier.doi pt_BR

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