{
  "issue_key": "vol09-no1-2021",
  "volume": 9,
  "number": 1,
  "season": "Spring 2021",
  "year": 2021,
  "sequence": 11,
  "type": "review-article",
  "section": "Review Article",
  "title": "Literature Review: Evaluation of Delivery Strategy Standardization; Adaptation within the Framework of International Strategic Marketing",
  "subtitle": null,
  "slug": "literature-review-evaluation-of-delivery-strategy-standardization-adaptation",
  "corporate_author": null,
  "authors": [
    {
      "given_name": "Md Shohidul Islam",
      "family_name": "Rajeb",
      "credentials": null,
      "affiliation": "London Churchill College",
      "email": null,
      "orcid": null,
      "is_corresponding": false,
      "sequence": 1
    }
  ],
  "abstract": "The research is focused on the assessment of distribution strategy standardisation/adaptation in the context of international marketing strategy. For a long time, there has been a dispute on international marketing strategies, which has two viewpoints: one which suggests that global standardisation can help increase returns and minimise costs by introducing a single marketing strategy and a standardised marketing mix that will benefit from economies of scale, as well as establishing a company's global picture, and the other that advocates the notion of adaptation so as to meet the particular market with a specific dimension. This debate began as early as 1961 (Vrontis et al. 2003) with Elinder (1961) taking the concept of global advertising into account. The statement was further broadened by Buzzell (1968) by claiming that it refers to the entire marketing mix and not just to advertising alone. The different international distribution methods applicable to global markets for business and consumer goods are also analysed as the distribution for both is not comparable.",
  "keywords": [
    "Delivery Strategy",
    "Standardisation",
    "International Strategic Marketing"
  ],
  "first_page": 68,
  "last_page": 79,
  "pdf_start": 68,
  "pdf_end": 79,
  "references": [
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    },
    {
      "ordinal": 2,
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    {
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    {
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    },
    {
      "ordinal": 12,
      "raw_text": "Rugman, A and Brewer, T.L. (2003), The Oxford Handbook of International Business, Oxford University Press.",
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    {
      "ordinal": 13,
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    },
    {
      "ordinal": 14,
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      "doi": null,
      "markdown": "Solberg, C. A. (2000), Educator Insights: Standardization or Adaptation of the International Marketing Mix: The Role of the Local Subsidiary/Representative. *Journal of international marketing.* Vol8(1),pp 78-98."
    },
    {
      "ordinal": 15,
      "raw_text": "Theodosiou, M. and Leonidou, L.C. (2003), Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research, International Business Review, Vol 12(2), pp 141-171.",
      "doi": null,
      "markdown": "Theodosiou, M. and Leonidou, L.C. (2003), Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research, *International Business Review*, Vol 12(2), pp 141-171."
    },
    {
      "ordinal": 16,
      "raw_text": "Zou, S., & Cavusgil, T. S. (2002), The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. Journal of Marketing, Vol 66, pp 40–56.",
      "doi": null,
      "markdown": "Zou, S., & Cavusgil, T. S. (2002), The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. *Journal of Marketing*, Vol 66, pp 40–56."
    }
  ],
  "notes": [],
  "figures": [],
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    "Heading hierarchy inferred (all headings print in the same style); the two 'Advantages'/'Disadvantages' pairs are placed under 'Standardising Distribution' (####) and 'Adaptation' (###) respectively.",
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  "manifest_notes": "Name printed 'Md Shohidul Islam Rajeb' on article; Contributors 'Md. Shohidul Islam Rajeb'; Introduction misspells 'Rajab'; Editorial p.14 'Shohidul Rajeb'. Bangladeshi name - 'Md' (Mohammad) kept in given_name. Affiliation from Contributors (part-time Personal Tutor, London Churchill College; PhD student, University of Bolton). Bold heading on p.70 is justified across separate word spans ('The Advantages and Disadvantages of / Standardising Distribution'). References p.79.",
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