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ID:233194
大小:90.00 KB
页数:14页
时间:2017-07-11
《Culture-sensitive adaptation or global standardization - the duration-of-usage hypothesis》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、Culture-sensitiveadaptationorglobalstandardization-theduration-of-usagehypothesisMartinvanMesdagThe AuthorsMartinvanMesdag,HallidayAssociates,Essex,UKAbstractSeekstoidentifythedimensionswhicharerelevantintheshapingofstrategiesforinternationalmarketing;it
2、therebyaddressesbusinessmanagers.Considerstheextenttowhichthemarketingmixcanbestandardizedinvariousdifferentconfigurationsofinternationalmarketing.Presentssevenpostulationsaboutinternational(andglobal)marketingandaboutthestandardizabilityofthemarketingmi
3、x;asregardsthelatter,itpointstothevastdifferencesininternationalstandardizabilitybetweenthevariousproduct(orservice)categories.Offersahypothesisaboutthereasonforthehugedifferencesintheinternationalizabilityofproducts,labelledthe"durationofusage"symptom.E
4、ndsbypointingoutthatoccasionallythereisscopefora"cross-culturalleap"forproductswithunpromisingantecedentswithinthehypothesisofthedurationofusagesymptom.Articletype:Comparative/evaluators.Keywords:Globalization,NationalCultures,InternationalMarketing,Mark
5、etingMix.ContentIndicators:ResearchImplications**PracticeImplications**Originality**Readability**InternationalMarketingReviewVolume17Number12000pp.74-84Copyright©MCBUniversityPressISSN0265-1335Part1-internationalandglobalmarketingTitleLikeeveryothertermu
6、sedinmarketing,"international"and"global"donothaveasharpdividinglinebetweenthem("multinational"merelyreferstoacorporateentitywhichownsoperationsinanumberofcountries.Thetermgivesnoindicationofthemarketingstrategy(ies)followedinthosecountries;theycanbe-and
7、oftenare-totallydiverseandunconnected).Internationalmarketingsimplyreferstoacompanyoperatinginmorethanonecountrywhosemarketingstrategyineachcanbeassumedtohavebeenchosendeliberately-frombeingverydiversetobeingrigidlystandardizedbetweencountries.Globalmark
8、etingisaparticularformofinternationalmarketingwhich-initspurestform-doesnotexist.Itsessenceisthatitcoversabroadspreadoftheworld'scountriesandthatitstrivesconsciouslytostandardizeitsmarketingstrategybetweenthosecountries.Th
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