Richter, Frank-Thomas Tobias (2000) Marketing mix standardisation in international marketing: an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates. PhD thesis, University of Warwick.

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Abstract

Based on an extensive literature review the main aims of this research are to investigate empirically the degree of marketing standardisation in German companies as well as to examine the impact which external factors and the internal dimension have on the degree of marketing strategy standardisation. The study contributes to several key aspects of the international standardisation debate which has remained unresolved despite its great topicality as the large amount of recent research in this area suggests (e.g. Melewar and Saunders, 1999, Ramarapu et al, 1999, Whitelock and Pimblett, 1997).

Firstly, this study offers empirical findings as opposed to the descriptive nature of many previous studies (e.g. Momani and Richter, 1999, Kaufmann and Eroglu, 1998, Raaij, 1997, Zou and Cavusgil, 1996, Agrawal, 1995). Secondly, several authors (e.g. Zou and Cavusgil 1996, Collins 1991, Bartlett and Goshal 1987) argue that the majority of previous research in this debate has primarily focused on the external industry factors and hardly considered internal organisational aspects which are investigated in this research based on the framework of Jain (1989). Germany is a leading world economy which makes it interesting to study with regard to the underlying strategies leading to its success and there is a need for empirical research into the international marketing strategies of German companies because international studies considering them are rare (e.g. Shaw, 1995, Shaw and Wong, 1994). Moreover, most German research focuses on conceptual studies (e.g. Müller and Kornmeier, 1996, Böttcher and Welge, 1994).

The findings of this study suggest that German companies tend to standardise their entire marketing programme to a very high degree. In contrast to this, the marketing process is highly adapted by most companies (71.4%). Within the marketing mix the product policy showed the highest degree of standardisation as in all previous studies. This is followed by the price policy and only then by the distribution and promotion activities. This finding contradicts some older empirical findings (e.g. Sorenson and Wiechmann, 1975, Althans, 1982) which suggested a rather limited potential for price standardisation but it lends support to more recent findings (e.g. Chhabra, 1996, Shoham, 1996, Akaah, 1991). For the majority of external factors a similarity between the home and host market favoured a high standardisation while some assumptions regarding the internal dimension could not be supported (e.g. a high degree of controlling interest of the headquarters or a high degree of ownership overseas would lead to high a degree of standardisation).

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Marketing -- Management, Marketing -- Germany -- Management
Official Date:	December 2000
Dates:	Date Event December 2000 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Shaw, Vivienne,1961- ; Melewar, T. C.
Sponsors:	Warwick Business School
Extent:	xviii, 461, [41] leaves : charts
Language:	eng

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