Product customisation/standardisation for export packaged foods to China - modeling for managerial decision making

A gap exists in our knowledge of international marketing concerning the specific variables that are decisive in actual managerial decisions concerning the customisation or standardisation (C/S) choices for packaged food exported to China. On one hand, international marketers who standardise their products too much potentially undermine their performance in foreign markets by marketing products that don't meet consumers' changing needs. On the other hand, too much product customisation that goes beyond the existing needs of specific target markets is an inefficient use of productive resources. This research bridges that knowledge gap.