The Influence of Global Marketing Standardization on Performance
研究了全球标准化营销策略对企业绩效的影响，发现强调标准化的企业在市场覆盖和产能利用上更优，但绩效并无显著差异。
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.