Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
10FC
Sz
Standardization Question
Family
15. Global Marketing Strategy (VI · Context)
Era
Period 1: Foundations, to 1969
Block
FC · Formulation, content
Tier
Major
Cell card
Description
Buzzell asked whether multinational marketing programs can be standardized across countries, weighing the economies of standardization against differences in markets, and set the terms of the standardization-adaptation debate.
Managerial Implications
Across countries, standardize what customers do not see or care about and adapt what they do. The decision is a cost-benefit calculation, element by element: product core, brand name, positioning, pricing, channels, and communication can each be standardized or localized separately. Make the choice explicit for each market entry rather than defaulting to headquarters' preference or the local manager's.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
