Analysis of Marketing Standardization Strategies

This study uses the experience of sixty-three service international firms, operating in a number of cities in China, to achieve its research objectives. This study has three key features, which are different from the approaches adopted in previous studies. It expands the existing home-host standardization framework from the “country” to the “city” market perspective and focuses on the standardization/adaptation strategy used by service firms. This is a research theme which is still under development. This study has successfully uncovered a significant relationship between marketing standardization strategy and strategic objectives, in the service sector. Based on the findings of its statistical analysis, a “city” market standardization/adaptation-performance framework is proposed. In the framework, the factors affecting service firms' choice of standardization/adaptation strategy and their subsequent influence on performance are identified. The findings from this study offer some new insights into research concerning marketing standardization/ adaptation strategy. Its results have implications for marketing managers, researchers and those who are interested in conducting business in China.