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A limited number of tests have been made on the potential of global products and fewer still on cross‐cultural comparisons. The present study empirically tested consumer perception of a non‐durable product in two markets: Israel and Australia. The study does not support several aspects of globalization theory, but does consider the possibility of a global product. The results indicate there are considerable differences in international consumer perceptions.

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?”.

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.

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

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