Aref A. Alashban|Linda A. Hayes|George M. Zinkhan|Anne L. Balazs
International Brand-Name Standardization/Adaptation: Antecedents and Consequences
King Fahd University of Petroleum and Minerals|University of Houston - Victoria|University of Georgia|Coca Cola (United States)|Mississippi University for Women
abstract using structureconductperformance paradigm along porters international factor conditions authors propose empirically test conceptual framework explain antecedents consequences firms brandname standardizationadaptation strategy survey research structural equation modeling results show firms adapt vary brand names market structure factors measured competitive buyer distribution intensity increase furthermore authors find standardized brand name worldwide higher firms cost savings higher products sales volume perceived marketing executives