International product adaptation and performance: A systematic analysis of the literature and agenda for future research

Eleni Tsougkou, John W. Cadogan, Nathaniel Boso, Ian R. Hodgkinson, João S. Oliveira, Tommi Laukkanen, Nahid Yazdani and Vicky M. Story

Journal of World Business, 2025, vol. 60, issue 1

Abstract: There is a lack of consensus on what the international product adaptation (IPA) concept involves, and only a partial understanding of its outcomes. Our analysis of the IPA-performance link uncovers, for the first time, the multidimensional nature of IPA. We show how the operational approaches used to explore IPA change its meaning across studies, demonstrate that IPA has different impacts across performance types, and highlight the range of mechanisms governing IPA's performance relationships. We present a set of issues that need to be accounted for to build a better theory of IPA's performance consequences, and a roadmap for future research.

Keywords: International product adaptation; International product standardization; International marketing strategy; International product portfolio management; International performance; Systematic review; Research roadmap (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1016/j.jwb.2024.101597

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