...Richard Alan Kustin Purpose Globalization has fostered greater interest in all aspects of standardization theory including the 4Ps of the marketing mix or program and process marketing. The purpose of this paper is to probe the question: “Is there a benefit to the firm's strategy of marketing...

... confirmed (Samiee and Roth, 1992 ; O’Cass and Julian, 2003). Henry F. L. Chung can be contacted at: h.chung@massey.ac.nz © Emerald Group Publishing Limited 2007 International marketing Standardization Marketing management Industrial marketing Australia New Zealand It has...