The fundamentals of standardizing global marketing strategy Nanda K. Viswanathan Delaware State University, Dover, Delaware, USA, and Peter R. Dickson Florida International University, Miami, Florida, USA Abstract Purpose – To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics of standardization. Design/methodology/approach – This is a conceptual research paper that has been developed based on gaps in prior frameworks of standardization/adaptation. A three-factor model of standardization/adaptation of global marketing strategy was developed. The three factors include homogeneity of customer response to the marketing mix, transferability of competitive advantage, and similarities in the degree of economic freedom. Findings – The model through the use of feedback effects explains the dynamics of standardization. Research limitations/implications – Future research needs to empirically test the model. To enable empirical validation, reliable and valid measures of the three factors proposed in the model need to be developed. Additionally, the model may be used in future research to delineate the impact a variable may have on the ability of a firm to follow a standardized global marketing strategy. Practical implications – The three-factor model aids decisions relating to standardization in a global marketing context. Originality/value – The paper furthers the discussion on the issue of standardization. Through the identification of three factors that impact standardization/adaptation decisions, and the consideration of feedback effects, the paper provides a foundation for future research addressing the issue. Keywords Marketing strategy, Standardization, Modelling, International business Paper type Research paper Introduction The increase in world trade, an increasing integration of the world’s major economies, and the onward march of globalization, will mean that decisions on standardization and adaptation of marketing strategies will continue to be an important issue for academic research and marketing practice. In spite of the substantial research on standardization/adaptation of marketing strategy for over 40 years, the theoretical foundation for standardization/adaptation research remains weak (Ryans et al., 2003). There has been with the exception of Jain (1989), Cavusgil et al. (1993) and Johnson and Arunthanes (1995) little attempt to develop a theoretical framework that would be informative on standardization issues. In addition, the existing theoretical foundations of standardization “center on the perception of consumer homogeneity and/or the movement toward homogeneity” (Ryans et al., 2003). While consumer homogeneity is an important issue, the dimensions of marketing strategy go beyond a consideration of The current issue and full text archive of this journal is available at www.emeraldinsight.com/0265-1335.htm IMR 24,1 46 Received February 2004 Revised February 2006 Accepted February 2006 International Marketing Review Vol. 24 No. 1, 2007 pp. 46-63 q Emerald Group Publishing Limited 0265-1335 DOI 10.1108/02651330710727187