An empirical study of the relationship between marketing standardization and performance of Japanese firms in international markets: the moderating role of product strategy

Abstract

This study examines the relationship between marketing standardization and performance of Japanese firms in international markets. Additionally, it explores the moderating role of product strategy. Particularly, it focuses on Japan’s country image in foreign markets and suggests the best strategic fit for Japanese firms to enhance their performance in international markets. The research hypotheses are tested using regression analysis based on survey data from 118 Japanese manufacturing firms. The results show that marketing standardization is an effective strategy to enhance performance, especially when Japanese firms pursue a premium product strategy.