Performance and standardization of Australian, Japanese and US firms

Abstract

Purpose

Globalization has fostered greater interest in all aspects of standardization theory including the 4Ps of the marketing mix or program and process marketing. The purpose of this paper is to probe the question: “Is there a benefit to the firm's strategy of marketing standardization that correlates positively to the firm's profit?”.

Design/methodology/approach

Multinational firms from Australia, Japan and the USA operating in a global environment were studied in order to correlate marketing standardization to profit performance. Several methods of analysis were used including regression and analysis of variance measures.

Findings

The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance.

Originality/value

The paper adds to the current literature by providing further empirical research correlating marketing mix standardization to profit.

Citation

Kustin, R.A. (2010), "Performance and standardization of Australian, Japanese and US firms", Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 4, pp. 447-459. https://doi.org/10.1108/13555851011090493