Marketing standardization by multinational corporations operating in Turkey

Abstract

This study is mainly about the relationship between marketing standardization and various environmental, product and subsidiary variables. A significant positive relationship was found to exist between marketing standardization and similarity of market conditions ln Turkey and in the parent country. Higher levels of standardization occur, however, despite significant differences in market conditions. Similarity in the nature of competition that the firm faces, similarity in the market share position in both markets, similarity in the marketing legislation, centralization in marketing decision making have positive significant effects on the level of marketing standardization. Subsidiaries with lower internal organizational costs seem to have higher levels of standardization. In general German and U.S. MNCs seem to have higher levels of marketing standardization in their Turkish subsidiaries. Fully owned subsidiaries that use international brand names seem to utilize higher levels of standardization, too. As far as product life cycle is concerned firms selling a product that is at the same stage in both markets seem to have higher levels of marketing standardization. Besides, pharmaceutical and chemical producers standardize their marketing much more than other industries.