While the internationalization–performance (I–P) relationship has been extensively studied in the international business literature, it has only recently begun to be systematically and empirically explored in the retailing context, albeit with mixed findings. This study extends this emerging stream of research on retail internationalization by investigating the moderating role of brand standardization or the extent to which retailers standardize their domestic store-as-a-brand across foreign markets, using longitudinal data from global retailers. The authors demonstrate that the I–P relationship is positive and curvilinear for retailers, and it is positively moderated by brand standardization. In particular, brand standardization offers benefits at low and high levels of internationalization, which suggests a learning curve with respect to global brand management as retailers internationalize. The study also finds that cultural diversity in retailers’ foreign markets acts as a boundary condition by weakening this moderating effect of brand standardization. This research contributes to firm internationalization, standardization-adaptation, and global brand management literatures with implications for global retailers.

尽管在国际商业文献中已经对国际化与绩效（IP）关系进行了广泛的研究，但直到最近才开始在零售环境中进行系统和实证性的探索，尽管研究结果参差不齐。这项研究通过使用全球零售商的纵向数据，调查品牌标准化的调节作用或零售商在国外市场上对其国内商店即品牌进行标准化的程度，从而扩展了有关零售国际化的新兴研究流。作者证明，I-P关系对零售商而言是正向和曲线关系，并且受到品牌标准化的积极影响。尤其是，品牌标准化可在较低和较高水平的国际化中带来好处，这表明随着零售商国际化，有关全球品牌管理的学习曲线。该研究还发现，零售商国外市场的文化多样性通过削弱品牌标准化的这种调节作用而成为边界条件。这项研究为公司国际化，标准化适应和对全球零售商具有意义的全球品牌管理文献做出了贡献。