Marketing-Mix Standardization:

The increasing globalization of worl markets has made international marketing strategy more important than ever. Unfortunately, research about it has tended to use simple measures of performance and a limited set of explanatory strategy variables. The research reported here identifies strategies that lead to export performance. It includes a more comprehensive set of explanatory variables than previous studies and evaluates the reliability and validity of these measures. Research hypotheses are tested by data generated from a mail survey and in-depth interviews. Export performance is seen as an outcome of standardizing or adapting marketing strategies. Empirical results and s synthesis of in-depth interviews support some research hypotheses. The findings are used to generate a number of managerial implications in the context of international marketing strategy.