Purpose - This paper aims to report research on the relationship among market, industry, and company factors and the level of global product standardization. Design/methodology/approach - The study is based on a survey of executive level managers in US-based companies that market products both domestically and internationally. Findings - Significant relationships were found between specific market, industry, and company factors and global product standardization. Originality/value - The results of the research can be used both to understand and to manage global products in light of the market, industry, and company factors that influence their existence. © Emerald Group Publishing Limited.