Global marketing channels and the standardization controversy

Bert Rosenbloom, Trina Larsen, Rajiv Mehta

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

Abstract

Since the early 1960s, standardization has often been viewed as an efficient strategy for global marketers while others have argued for the relative merits of adaptation. A review of the literature reveals two important points: first, relative to other areas of marketing, channels of distribution are given short shrift in the standardization versus adaptation debate; second, of the existing literature on the standardization of global marketing channels, academicians and practitioners generally concur that marketing channels cannot be standardized. This conclusion may be premature. Thus, this paper offers a conceptual framework for the possible standardization of global marketing channels. A schematic model of the domestic marketing channel development process is extended to the global arena and a framework for the evaluation of the standardization alternatives in the international marketing channels development context is presented.

Original languageEnglish (US)
Pages (from-to)49-64
Number of pages16
JournalJournal of Global Marketing
Volume11
Issue number1
DOIs
StatePublished - 1997
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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