Global marketing channels and the standardization controversy

Bert Rosenbloom, Trina Larsen, Rajiv Mehta

Research output: Contribution to journalArticlepeer-review

40 Scopus citations


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
Issue number1
StatePublished - 1997
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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