229 SNAANA H14e RS 2010. 6. pp. 229~ 248 Zzuepgs] Esa aa Aga we AS ay: ABPASS vs. AU BA FICS 96 H agus Baas asst a> cmhlab@hanyang.ac.kr Bape ws 7g Fetovla PVTWS| RES-HAs ES AGsto Qelol Ae ASA APolch. Ss B AMES 27+] Bol 7/B aes atest SDA SIAC. AM SH-alFe) sz solo AHS Te 7s saree ge] EY AMO BAstDA sitich | WME Bate Aes wash A}U7|Yt BAOIM BALMS AHsta ols Vole) sas ASerwAt each. 7 ANG ANLICe HMISSA BAIA Hey gelel Bee ABS| ASS a 234g, aelD Ael7|e WHOM ZeY oigate AsstD Aselact. Ole Hal SAIS Tse Buy lel 12671 Hale aAtoe ASAE at ALSISACh. az Za, 72] Bee ongzAte 2e¥obilg =21W RES B=stel A(E)2| BAS UES AOS LEH veo], Bee Alaeig ele sayoe FOS BATE ME We Etch. ole Jigs] S2tiohle ZerwH!S sss SEY PASC ABE BAO WSs Weol USS Arse Stoic. iinet hase eaeiaO AA: PVWOA, WeAI-PlAls!, ABASE, ates 7iet of230 see! 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 ViewPSHOMS BESTS AIL Ae As IF 291 1.42 Ade] F2BrAQ AGS FAH oo} glo 7d BAAU Aale Me F AAA yeVYLZIAS & QE EEB EE BATS AF Fee aa HE Ald. lat Ada 1S] Gd AIS we aPpEAS sea HALTS fet 7142 APA BAANE WF SAS sale FF Wet. ANE AFAA FAM AD HVAP HEH-AAFH AES AVste adeoze RAGA 22, AB SY, BAS, 24 SA, ND faba, ae S44, Aa AS asst 199 WH F 34 Ras0] AAlse} Met (Jain 1989; Ozsomer and Prussia 2000; Zou and Cavusgil 2002). 224} ods} BE WEE PSHE ASAPAVE, AMA AtHe Cel, FabebAG S2rgs Byap aAsa BQ Aoly GS FS Ao] Aol. 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