Understanding individual and group factors in the export product customisation/standardisation decision

One of the most important decisions export marketers face in their design of an effective marketing mix, is the decision whether or not to market a customised product offering to international markets. This decision has implications for export marketing performance. This paper examines how managers make export product customisation/standardisation related decisions. A review of relevant literature suggests that the decision process such managers undertake may comprise both individual and group based elements. The proposed study aims at a better understanding of these decision processes. A conceptual model, hypotheses for testing, and possible research methodologies are proposed.