Marketing mix standardization in multinational corporations: A review of the evidence

Multinational corporations.

Multinational Corporations in Transnational Accountability

Multinational Corporations: Corporate Social

The aim of this paper is to identify contribution from MNCs from Australia in Thailand in the form of corporate social responsibility (CSR). The key focus is given to the analysis of CSR activities from MNCs in an effort to fight poverty in Thailand. Secondary data was collected from two MNCs in Thailand. The results of this study identify two key themes: (1) climate change and poverty, and (2)...

The Influence of Adaptation and Standardization of the Marketing Mix on Performance: a Meta-Analysis

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...

A Model for Standardization/Adaptation Strategy Selection in the Irans Multinational Companies (MNCs)

Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdepende...