Promotion Standardization, Coordination, and Export Performance

The international marketing literature suggests that promotion standardization enhances export performance; however, empirical findings on this relationship remain inconsistent, which impedes theoretical advancement. This study contends that the effectiveness of promotion standardization is contingent on specific organizational conditions. Accordingly, this study adopts a contingency perspective and examines the moderating effects of internal and external coordination on the relationship between promotion standardization and firms’ export performance. Using survey data collected from Korean exporters, the study demonstrates that promotion standardization plays a crucial role in improving export performance. Furthermore, the findings reveal that the benefits of promotion standardization are particularly pronounced in firms exhibiting high levels of external coordination. By introducing the role of internal and external coordination on the standardizationperformance link, this paper provides valuable insights for both scholars and practitioners in the field of international marketing.