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SUMMARY This study determines the influence of the elements of standardization on firm performance using a Fortune 500sample. A factor analysis on the eleven elements of standardization revealed that the three dimensions of standardization are promotion standardization, product standardization, and distribution standardization. The three dimensions along with five marketing variables (region, product life cycle, market share/leadership, international sales, and type of product) were regressed with two performance criteria (return on sales and sales growth) using GLM procedure in SAS. Overall, standardization affects performance positively. However, the level and degree of influence of each dimension or element varies. The influence of marketing variables on performance and on prevalence of standardization also shows mixed results. Further studies should be conducted with different groups/samples to corroborate the findings of this research.
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Waheeduzzaman et al. (2003) studied this question.
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