A Study of the Internationalization–Performance Relationship in Global Retailing: The Moderating Role of Brand Standardization and Cultural Diversity

IF 4.9 2区 管理学 Q1 BUSINESS
Pravin Nath, Ahmet H. Kirca, Saejoon Kim
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引用次数: 6

Abstract

While the internationalization–performance relationship has been extensively studied in the international business literature, it has only recently begun to be systematically and empirically explored in the retailing context, albeit with mixed findings. This study extends this emerging stream of research on retail internationalization by investigating the moderating role of brand standardization, or the extent to which retailers standardize their domestic store-as-a-brand across foreign markets, using longitudinal data from global retailers. The authors demonstrate that the internationalization–performance relationship is positive and curvilinear for retailers, and it is positively moderated by brand standardization. In particular, brand standardization offers benefits at low and high levels of internationalization, which suggests a learning curve with respect to global brand management as retailers internationalize. The study also finds that cultural diversity in retailers’ foreign markets acts as a boundary condition by weakening this moderating effect of brand standardization. This research contributes to firm internationalization, standardization–adaptation, and global brand management literature streams, with implications for global retailers.
全球零售业国际化与绩效关系研究:品牌标准化和文化多样性的调节作用
虽然国际化与绩效的关系在国际商业文献中得到了广泛的研究,但直到最近才开始在零售背景下进行系统和实证的探索,尽管结果好坏参半。本研究利用来自全球零售商的纵向数据,通过调查品牌标准化的调节作用,或零售商在国外市场上将其国内商店作为品牌标准化的程度,扩展了这一新兴的零售国际化研究流。结果表明,国际化与零售商绩效之间存在正曲线关系,品牌标准化对国际化与零售商绩效之间存在正向调节作用。特别是,品牌标准化为低水平和高水平的国际化提供了好处,这表明随着零售商国际化,全球品牌管理方面的学习曲线。研究还发现,零售商国外市场的文化多样性作为边界条件,削弱了品牌标准化的调节作用。本研究有助于企业国际化、标准化适应、全球品牌管理的文献流,并对全球零售商有启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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