Dependent (C) |
Degree of importance of customization factors |
Level of importance of product customization factors |
– |
Independent (F) |
Legal requirements |
International markets have their own rules, regulations and laws that establish the conditions and specifications for products to be legally marketed |
Czinkota and Ronkainen (2012)Czinkota, M.R. and Ronkainen, I.A. (2012), International Marketing, 10th ed. Cengage Learning, Orlando FL., Cortell and Davis (1996)Cortell, A. and Davis, J. Jr (1996), “How do international institutions matter? The domestic impact of international rules and norms restricted access”, International Studies Quarterly, Vol. 40 No. 4, pp. 451-478., Novellie et al. (2016)Novellie, P., Biggs, H. and Roux, D. (2016), “National laws and policies can enable or confound adaptive governance”, Environmental Science and Policy, Vol. 66, pp. 40-46.
|
Sustainable return on investment |
The cost of product customization for different markets should generate financial results that exceed the initial investment in production, sales and other costs |
Keegan (2013)Keegan, W.J. (2013), Global Marketing Management, 8th ed., Pearson, NJ., Senn et al. (2013)Senn, C., Thoma, A. and Yip, G.S. (2013), “Customer-centric leadership: how to manage strategic customers as assets in B2B markets”, California Management Review, Vol. 55 No. 3, pp. 27-59, available at: https://doi.org/10.1525/cmr.2013.55.3.27
https://doi.org/10.1525/cmr.2013.55.3.27...
, Samiee and Roth (1992)Samiee, S. and Roth, K. (1992), “The influence of global marketing standardization on performance”, Journal of Marketing, Vol. 56 No. 2, pp. 1-17., Rao-Nicholson and Khan (2017)Rao-Nicholson, R. and Khan, Z. (2017), “Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions”, International Marketing Review, Vol. 34 No. 1, pp. 138-158, available at: https://doi.org/10.1108/IMR-12-2015-0292
https://doi.org/10.1108/IMR-12-2015-0292...
|
Sustainable profit |
Product customization is feasible when the economic profitability is greater than the one that the company can achieve with the same degree of risk in other investments |
Ross et al. (2012)Ross, S.A., Westerfield, R.W. and Jaffe, J.F. (2012), Corporate Finance, 10th ed., McGraw-Hill, New York, NY., Davcik and Sharma (2015)Davcik, N.S. and Sharma, P. (2015), “Impact of product differentiation, marketing investments and Brand equity on pricing strategies: a Brand level investigation”, European Journal of Marketing, Vol. 49 Nos 5/6, pp. 760-781., Rao-Nicholson and Khan (2017)Rao-Nicholson, R. and Khan, Z. (2017), “Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions”, International Marketing Review, Vol. 34 No. 1, pp. 138-158, available at: https://doi.org/10.1108/IMR-12-2015-0292
https://doi.org/10.1108/IMR-12-2015-0292...
|
Impact of customization on portfolio sales |
The supply of differentiated products whose value is perceived by the customer creates opportunities to increase the company’s sales volume |
Keegan (2013)Keegan, W.J. (2013), Global Marketing Management, 8th ed., Pearson, NJ., Steenkamp et al. (2003)Steenkamp, J., Batra, R. and Alden, D. (2003), “How perceived Brand globalness creates Brand value”, Journal of International Business Studies, Vol. 34 No. 1, pp. 53-65., Cai et al. (2015)Cai, L., Yu, X., Liu, Q. and Nguyen, B. (2015), “Radical innovation, market orientation, and risk-taking in Chinese new ventures”, International Journal of Technology Management, Vol. 67 No. 1, pp. 47-76.
|
Consumer characteristics |
Product customization is affected by the behavior, taste, attitudes and traditions of the target market: B2B (intermediate consumer) and B2C (final consumer) |
Czinkota and Ronkainen (2012)Czinkota, M.R. and Ronkainen, I.A. (2012), International Marketing, 10th ed. Cengage Learning, Orlando FL., Schnurr and Scholl-Grissemann (2015)Schnurr, B. and Scholl-Grissemann, U. (2015), “Beauty or function? How different mass customization toolkits affect customers’ process enjoyment”, Journal of Consumer Behaviour, Vol. 14 No. 5, pp. 335-343., Thompson and Chmura (2015)Thompson, F.M. and Chmura, T. (2015), “Loyalty programs in emerging and developed markets: the impact of cultural values on loyalty program choice”, Journal of International Marketing, Vol. 23 No. 3, pp. 87-103, available at: https://doi.org/10.1509/jim.14.0125
https://doi.org/10.1509/jim.14.0125...
, Davvetas and Diamantopoulos (2016)Davvetas, V. and Diamantopoulos, A. (2016), “How product category shapes preferences toward global and local brands: a schema theory perspective”, Journal of International Marketing, Vol. 24 No. 4, pp. 61-81, available at: https://doi.org/10.1509/jim.15.0110
https://doi.org/10.1509/jim.15.0110...
|
Weather differences |
Different temperatures stimulate the consumption of certain products. In the winter, the consumption of clothing and footwear increases. In summer, the consumption of food and beverage increases |
Czinkota and Ronkainen (2012)Czinkota, M.R. and Ronkainen, I.A. (2012), International Marketing, 10th ed. Cengage Learning, Orlando FL., Roslow et al. (2000)Roslow, S., Li, T. and Nicholls, J. (2000), “Impact of situational variables and demographic attributes in two seasons on purchase behavior”, European Journal of Marketing, Vol. 34 Nos 9/10, pp. 1167-1180., Murray et al. (2010)Murray, K.B., Di Muro, F., Finn, A. and Leszczyc, P.P. (2010), “The effect of weather on consumer spending”, Journal of Retailing and Consumer Services, Vol. 17 No. 6, pp. 512-520.
|
Moderator (G) |
Type of product |
Industrial product (B2B) |
|
Consumer product (B2C) |