A contingency framework is presented by synthesizing previous theoretical research and empirical findings based on three sets of contingency variables: product characteristics, country characteristics and consumer segment characteristics. Prescriptive propositions regarding global marketing strategies can be developed based on this contingency framework. The author concludes that the degree of standardization can be analyzed for each firm based on a continuum in terms of the particular interaction effect among these three contingent variables. Managerial implications and future research directions are provided.
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Cheng Lu Wang (1996) studied this question.