Standardization versus Customization in International Marketing: An Investigation Using Bridging Conjoint Analysis

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.