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Internationale Standardisierung und Differenzierung des Marketing – Ergebnisse einer metaanalytischen Untersuchung

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Book cover Herausforderungen der internationalen marktorientierten Unternehmensführung

Zusammenfassung

Seit mehreren Jahrzehnten beschäftigt sich die Internationale Marketing-und Managementforschung intensiv mit der Fragestellung, inwieweit international agierende Unternehmen ihr Marketing – und dabei insbesondere ihre Marketingstrategien – länderübergreifend standardisieren/differenzieren bzw. standardisieren/differenzieren sollten, um möglichst erfolgreich zu sein. Auch Reinhard Hünerberg hat sich in seinen wissenschaftlichen Werken der Standardisierungs-/ Differenzierungsproblematik gewidmet. Wie umfangreich das allgemeine Schrifttum zu dieser Thematik inzwischen ist, zeigt beispielsweise eine von uns durchgeführte Recherche in englischsprachigen Marketing-und Managementzeitschriften, auf die wir im Laufe dieses Beitrags noch näher eingehen werden. So wurden in den vergangenen 50 Jahren in den von uns betrachteten Zeitschriften mehr als 300 Artikel zur internationalen Marketingstandardisierung und -differenzierung veröffentlicht. Ein Großteil dieser Artikel ist empirischer Natur und verfolgt das Ziel, den Einfluss des länderübergreifenden Marketingstandardisierungsgrades auf den Erfolg von Unternehmen zu untersuchen.

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    Prof. Dr. Stefan Schmid & Thomas Kotulla

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Schmid, S., Kotulla, T. (2011). Internationale Standardisierung und Differenzierung des Marketing – Ergebnisse einer metaanalytischen Untersuchung. In: Mann, A. (eds) Herausforderungen der internationalen marktorientierten Unternehmensführung. Gabler. https://doi.org/10.1007/978-3-8349-6483-0_8

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