Standardization versus customization in international marketing: an investigation using bridging conjoint analysis

Article Abstract:

We present and illustrate a methodology by which researchers can assess the relative importance and test the significance of various marketing-related factors as they influence the degree of standardization/customization of international marketing strategy. The standardization decision is viewed as a continuum with complete standardization and complete customization as the two extremes. Specific hypotheses related to the impact of marketing mix variables on the degree of standardization are formulated. These hypotheses are empirically investigated through a survey of international marketing managers. This investigation is carried out using conjoint analysis. Bridging methodology is introduced in order to accommodate the large number of variables in the study. The analysis is conducted at the individual level, at the group level, and at the aggregate level. Finally, we discuss the methodological and managerial implications of the findings and potential areas of future research. (Reprinted by permission of the publisher.)

Standardization, International aspects, Export marketing

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Marketing research: a state-of-the-art review and directions for the twenty-first century

Article Abstract:

This article provides observations on the state of the art in marketing research during 1987-1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988), which won the Journal of the Academy of Marketing Science (JAMS) Best Article Award. The primary thrust of articles published in the Journal of Marketing Research during 1987-1997 is reviewed to determine important areas of research. In each of these areas, the authors summarize recent developments, highlight the state of the art, offer some critical observations, and identify directions for future research. They present a cross-classification of various techniques and subject areas, and make some observations on the applications of these techniques to address specific substantive and methodological issues in marketing research. The article concludes with some general directions for marketing research in the twenty-first century. (Reprinted by permission of the publisher.)

Market Research, Analysis, Forecasts and trends

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Mnemonics in marketing: a pedagogical tool

Article Abstract:

The popular mnemonic techniques are defined, classified, and described. Empirical evidence is cited supporting the effectiveness of mnemonic techniques in a variety of learning contexts. It is explained why mnemonics are effective. Then, a particular mnemonic technique, the first letter mnemonic, is selected to illustrate how the topic of questionnaire design can be taught using mnemonics. The use of mnemonics in classroom teaching is discussed with specific reference to teaching marketing research and other marketing courses. (Reprinted by permission of the publisher.)

Marketing, Study and teaching, Mnemonics

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