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Journal of Marketing Vol. 56, No. 2 (Apr., 1992) , pp. 1-17 (17 pages) Published By: Sage Publications, Inc. https://doi.org/10.2307/1252038 https://www.jstor.org/stable/1252038 Abstract The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global standardization and others that use less standardization was conducted within the global industry context. The results indicate that market coverage and capacity utilization are important considerations for firms emphasizing global standardization. Emphasis on specialty products and the development of high priced products for market niches are also of some importance to these firms. However, in the critical area of performance, no difference is observed between firms stressing global standardization and others. Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. 20) Popular consumer electronics such as Apple's iPhone, Samsung's Galaxy smartphone, andCanon digital cameras, as well as well-known fashion accessories such as Rolex watches andMichael Kors handbags, are demonstrating ________.CDiff:2: Moderate Get answer to your question and much more Skill:ApplicationObjective:16-2: Understand standardization and adaptation of international marketingAACSB:Application of Knowledge21) When managers attempt to standardize their international marketing program, they canexpect ________.B Get answer to your question and much more Diff:1: EasySkill:ConceptObjective:16-2: Understand standardization and adaptation of international marketingAACSB:Analytical Thinking22) A global brand can best be defined as ________.DDiff:1: Easy Get answer to your question and much more Skill:ConceptObjective:16-2: Understand standardization and adaptation of international marketingAACSB:Application of Knowledge Recommended textbook solutions
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In which of the following industries is standardization more likely not to be pursued?
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