# Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda

> Research article (Journal of Business Research, 2021) · cited 93× · AI/ML

**Wikidata**: [openalex:W3120407784](https://www.wikidata.org/wiki/openalex:W3120407784)  
**Source**: https://4ort.xyz/entity/performance-consequences-of-marketing-standardization-adaptation-a-systematic-literature-review-and-future-research-agen