Marketing standardisation: tour operators in the Nordic region

Purpose – This paper aims to evaluate the marketing decisions made by European tour operators. It seeks to assess the extent of marketing standardisation/adaptation across and within the Nordic region and to identify the centric profiles of the sample firms in terms of marketing decision‐making. Design/methodology/approach – A multiple case study approach was employed and the research design combined a range of empirical data gathered from regional headquarters and one subsidiary. Findings – These indicate that the case study firms manage marketing regionally, at the same time; certain activities are adapted to local market and competitive conditions. It is clear that the “think regional‐act local” philosophy or “cooperative centralisation” is a challenge for tour operators to manage and that the level of international marketing standardisation is affected by situation‐specific factors such as product and industry characteristics. Research limitations/implications – Any bias in the research as a result of basing findings only on the views of executives interviewed and upon company documentation is tempered with reports from outside sources. Further research needs to be undertaken at the corporate level, in other source markets, and longitudinally. It would also be interesting to carry out a comparative study of other types of firms. Originality/value – This paper contributes to our knowledge of marketing standardisation/adaptation from the perspective of a regional market‐place by investigating the strategic approach chosen for the establishment of marketing decisions. In exploiting the concept of centricity, it is more conceptually grounded than some previous studies.