The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance

By C. Solberg. 2002

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Adaptation and performance in foreign markets: evidence of systematic under-adaptation (2006, background): “In contrast, moderation approaches, such as moderated regression (Shoham, 1996) and subgroup analyses (Solberg, 2002), allow the identification of normative models in contingent environments, but the number of moderating variables or factors is limited by the nature of the techniques.”
Global markets: does psychic distance matter? (2005, background): “Their knowledge of the context in which standardization or adaptation is deemed to occur has been described as a good predictor of the degree of promotion standardization or adaptation (Solberg, 2000, 2002; Tai and Wong, 1998; Agrawal, 1995).”