The aim of this study is to investigate the correlation between marketing standardization and business performance in international markets. Numerous studies have explored the significance and implications of marketing standardization within the field of international marketing. However, previous research has presented inconsistent results regarding the influence of standardization on business performance. To address this issue, this study focuses on moderating factors that influence the relationship between standardization and performance. Specifically, this study adopts the concepts of marketing agility ―an organizational capability― and market dynamism to examine how the effectiveness of standardized marketing practices varies depending on organizational characteristics and market conditions.

Our study employs survey data gathered from 69 Japanese manufacturing companies engaged in overseas expansion to empirically examine the proposed hypotheses. Utilizing a stepwise multiple regression analysis, our findings reveal that the positive relationship between marketing standardization and performance is strengthened in companies demonstrating higher levels of agility. Conversely, we observe that heightened market dynamism weakens the effect of standardization on performance. In light of the limited theoretical framework within the field of international marketing strategy, this study highlights the role of agility as an organizational characteristic and explores its impact of standardization on performance. The findings contribute theoretically both practically to the research on international marketing strategy.