What Determines Standardization vs. Adaptation in Global Marketing Program?: An Empirical Study with Contingency and Resource-based Views

글로벌마케팅의 표준화-현지화 결정요인에 관한 실증 연구: 상황적응론 vs. 자원기반 관점 중심으로

  • Han, C. Min (Hanyang University, College of Business)
  • 한충민 (한양대학교 경영대학 경영학과)
  • Received : 2010.05.10
  • Accepted : 2010.06.10
  • Published : 2010.06.30


This study is intended to empirically investigate determinants of the degree of standardization vs. adaptation in global marketing programs for Korea firms. Our study has two main focuses. First, our study takes a global perspective instead of a binational, i. e., home vs. foreign perspective. Second, we accommodated two conflicting veiws - contingency and resource-based views in explaining determinants of global marketing strategy. As such determinants, we considered global market dynamism and complexity from a contingency view and global marketing assets from a resource-based view. Surveys were conducted with 128 Korean firms engaged in global marketing. Our study found that Korean firms with global assets tend to engage in highly standardized global marketing programs. On the other hand, global market dynamism and complexity did not show statistically significant relationships with the degree of standardization vs. adaptation. The findings suggest that a resource-based view may be more powerful than a contingency view in explaining global marketing strategies of Korean firms.