Extending Marketing Activities and Strategies from Domestic to Foreign Markets

Extending marketing activities and strategies from a firm's domestic market to its foreign markets is often viewed as being synonymous with standardization of activities/strategies. However, they can be distinctly different. Standardization generally is an end result and a process, while extension (also a process and end result) can be viewed as being concerned with the source of the standardization. This paper develops a model of the extension phenomenon which links specified antecedents to extension and extension with firm specific advantages, which then lead to performance. Propositions derived from this model are tested by examining the behavior and perceptions of a sample of managers of Hong Kong companies.