Jain (1989)

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Jain (1989) Standardization of International Marketing Strategy: Some Research Hypotheses.

“Standardization of international marketing strategy refers to using a common product, price, distribution, and promotion program on a world-wide basis.”

The idea of standardisation was first raised by Elinder (1961), with regards to advertising.

Standardisation is most able to occur in industrialised countries, which will have a stable marketing infrastructure (e.g., Peebles, Ryans, and Vernon 1978).

Coca-cola is a non-durable consumer good which is ubiquitous.

There are two aspects of standardisation:

1. Marketing “program”, which includes the elements of the marketing mix, such as product design, product positioning, brand, retail price, or advertising message.
2. Marketing “process” refers to the tools that facilitate in program development and implementation. A company can standardise one or both of these aspects.

Target Market

Market position

Nature and environment

Organisation