ABSTRACT
This chapter provides a general overview of the standardization/adaptation of the marketing mix—performance literature, and develops hypotheses on the level of adaptation of product, price, promotion and distribution elements and performance for Traditionally Internationalized companies and Born Internationals. It discusses the role of moderating factors in the level of adaptation of the marketing mix strategies—performance relationship. The chapter describes key methodological and sample related issues. In addition, the need to cooperate with local or international firms may be more important when great adaptations are required for international markets. Thus, for an export or marketing manager, decisions related to the marketing mix are important. Managers’ international experience and management commitment to international operations are important resources in creating successful international business operations. The contingency factors are firm size, number of target countries, customer type, product uniqueness and quality, managers’ prior international experience and the commitment of management in international operations.
