국제마케팅 전략의 표준화와 기업성과 관계에 관한 연구

초록

The issue of standardization in marketing activities abroad has been prominent in the international literature. Despite extensive research conducted on assessing the effect of the marketing standardization strategy on firm performance variables, there is no consensus in the literature about whether the marketing standardization affects a firm’s performance. This study not only examines the relationship between the marketing standardization strategy and firm performance from the perspective of Korean exporters in international market, but also explores the underlying factors, such as product category, R&D intensity and international experience that might moderate the effect of marketing standardization on firm’s performance. Results indicate that there is no significant influence of marketing standardization on firm performance for Korean exporters. Furthermore, their relationship seems to vary depending on product category which is proved to be an important factor in international marketing literature. However, the moderating effects of R&D intensity and international experience appear to be negligible. This findings underline the importance of further research in understanding the relationship of marketing strategy standardization and firm performance.

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