The major benefits of international marketing standardization include significant cost savings, consistency with customers, improved planning and distribution, and greater control across national borders (buzzell, 1968. This article will help you to differentiate between product standardization and product adaptation difference # product standardization: product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. Adaptation of the international marketing strategy elements in the largest latvian exporter companies the research object is standardisation and adaptation in. Standardisation versus adaptation 41,512 views share standardization and customization pune international marketing mix decisions ibc-business-strategy.
Product standardization and adaptation in international marketing: a case of mcdonalds ii acknowledgements writing this thesis during the past ten weeks of spring 2012 has been a process of. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights.
International marketing is defined as the process of management responsibility in identifying, anticipating and satisfying the customer requirements across international boundaries menu product standardization vs product adaptation. Standardization versus adaptation as you will see from this website, product is a focal element of the marketing mix when considering the nature of products and services in international marketing , the same models apply such as. For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved.
Standardization versus adaptation in international marketing introduction the most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. Adaptation globalization international marketing multinational marketing standardization about branded translations branded translations is a specialized language agency, focused exclusively on the translation, transcreation and localization of marketing & creative communications. Standardization versus adaptation debate in international marketing in the international business market field, standardization versus adaptation debate is not new, where thus far researchers have not agreed on which strategy is effective to be adopted in international market.
The journal of marketing standardization versus adaptation of international marketing strategy: an empirical investigation david m szymanski et al 1993 about the author alan valdez started his career reviewing video games for an obscure california retailer in 2003 and has been writing weekly articles on science and technology for grupo. The aim of this study is to satisfy this need, by providing an integrative analysis of extant empirical knowledge on international marketing adaptation versus standardization. Standardisation vs adaptation in international marketing: conclusions once a specific new market entry strategy is selected, the choice of extent of standardisation can be specified as one of the most important critical success factors in the new market.
This research paper examines the issues of standardization (global strategy) and adaptation (customization) in global marketing strategy and suggests methods that can guide multinational companies compete effectively and efficiently within the international markets. Standardization and adaptation of international advertising when going international, firms must consider different degrees of two types of advertising strategies, ie, standardization and adaptation. Supporters of which encourage firms to use standardization adaptation approach convincingly advocate that strategy or adaptation strategy at the international there is a significant difference in culture, level economic situation, rules and regulation, political standardization versus adaptation system and the lifestyle of consumer and their.