Jain (1989)

Management > Global Marketing Management > Lectures > Independent Research > Jain > Target market > Market position > Nature/environment > Organisation

Organisation

Organistional factors include:

1. Corporate orientation. Perlmutter (1969) came up with EPRG.
2. HQ-subsidiary relationship. If the parent and subsidiary firms are in conflict, then there will be a low program transfer.
3. Delegation of authority. Marketing is a poly-centric function, being highly influenced by local conditions.

Conclusion: “Companies, in which key managers share a common world view, as well as a common view of the critical tasks flowing from the strategy, are more effective in implementing a standardization strategy.”

Standardization and Performance

“It is the concern for financial performance [and competitive advantage] that has led researchers to stress one marketing decision area over others for standardization”