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Globalisation and Regionalisation
Edited by Stanley J. Paliwoda and Stephanie Slater
1 Introduction
Within the field of international marketing, the debate over the extent of standardisation or adaptation has occupied a significant part of past research. The subject, though extensively researched, has not been exhausted yet, since, in-depth statistical analysis and measurement of the relative weight of elements affecting the decision are still necessary to enhance our knowledge on it. This research makes a significant step towards eliminating this gap and provides a valuable addition both to theoretical understanding and to managerial applications on the subject.
[62] Vignali and Vrontis (1999) indicate that this debate commenced as early as 1961, when [15] Elinder (1961) considered it with respect to worldwide advertising. During that period, advertising and the need for international standardisation was at the heart of the debate ([24] Kanso and Kitchen, 2004). International advertising standardisation would have necessitated a common advertising approach for promotional campaigns of multinational organisations. This debate then expanded from advertising to the promotional mix and now encompasses the entire marketing mix ([52] Schultz and Kitchen, 2000; [24] Kanso and Kitchen, 2004; [29] Kitchen and de Pelsmacker, 2004).
Remarkably, nearly half a century later, the debate on standardising marketing internationally, is ongoing ([65] Vrontis and Kitchen, 2005). Even a cursory review of the literature identifies two main approaches with remarkable longevity, namely, adaptation and standardisation of international marketing tactics.
[50] Ryans et al. (2003) claim that in the last 40 years there has been an extensive growth of academic research in the area of international marketing standardisation. Throughout this period, researchers applied more sophisticated statistical methodology. Moreover, they explain that economic and competitive circumstances have changed over this period of time. Earlier, economic development was concentrated on the surplus of exports over imports. Firms were focused merely on minimizing cost and increasing exports. Nevertheless, due to changes in economic circumstances, firms realized that cost minimization alone is insufficient. By way of evolving, firms became more consumer oriented and more sophisticated techniques were created and applied to determine and satisfy consumers' needs.
Supporters of standardisation viewed markets as increasingly homogeneous and global in scope and scale and believed that the key for survival and growth is a multinational's ability to standardise goods...