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What Determines Standardization vs.
Adaptation in Global Marketing Program?:
An Empirical Study with Contingency and
Resource-based Views
C. Min Han
Hanyang University, College of Business
cmhlab@hanyang.ac.kr
This study is intended to empirically investigate determinants of the degree of
standardization vs. adaptation in global marketing programs for Korea firms. Our
study has two main focuses. First, our study takes a global perspective instead o
f a binational, i. e., home vs. foreign perspective. Second, we accommodated two
conflicting veiws - contingency and resource-based views in explaining determin
ants of global marketing strategy. As such determinants, we considered global m
arket dynamism and complexity from a contingency view and global marketing a
ssets from a resource-based view. Surveys were conducted with 128 Korean fir
ms engaged in global marketing.
Our study found that Korean firms with global assets tend to engage in highly
standardized global marketing programs. On the other hand, global market dynam
ism and complexity did not show statistically significant relationships with the d
egree of standardization vs. adaptation. The findings suggest that a resource~bas
ed view may be more powerful than a contingency view in explaining global ma
rketing strategies of Korean firms.
—_—_—_—— ————
Keyword: Global Marketing Strategy, Standardization vs. Adaptation, Contingency
View, Resource-based ViewPSHOMS BESTS AIL Ae As IF 291
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