Market, industry, and company influences on global product standardization

Abstract

Purpose

This paper aims to report research on the relationship among market, industry, and company factors and the level of global product standardization.

Design/methodology/approach

The study is based on a survey of executive level managers in US‐based companies that market products both domestically and internationally.

Findings

Significant relationships were found between specific market, industry, and company factors and global product standardization.

Originality/value

The results of the research can be used both to understand and to manage global products in light of the market, industry, and company factors that influence their existence.

Citation

Powers, T.L. and Loyka, J.J. (2007), "Market, industry, and company influences on global product standardization", International Marketing Review, Vol. 24 No. 6, pp. 678-694. https://doi.org/10.1108/02651330710832658