Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda

Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences of marketing standardization/adaptation may be a result of the preponderance and variety of conceptual and methodological considerations included in prior studies. To facilitate further advancement of the field, this study adopts a theory-context-characteristics-methodology (TCCM) framework to (1) systematically review literature related to the performance consequences of marketing standardization/adaptation and (2) outline a comprehensive agenda for future research. The systematic review reveals the need for new, dynamic theoretical perspectives (theory); it also identifies research gaps related to emerging markets, (digital) services (context), individual marketing mix elements, and customer-related performance outcomes (characteristics). Finally, we suggest several methodological remedies and best practices (methodology) that can help enhance the validity of continued findings in this domain.

Automated summary

Despite the mixed findings on the impact of marketing standardization/adaptation on performance, this study proposes a TCCM framework to advance the field. The systematic review highlights the need for new theoretical perspectives and identifies research gaps in emerging markets, (digital) services, individual marketing mix elements, and customer-related performance outcomes. Several methodological remedies and best practices are suggested to enhance the validity of future findings in this domain.