Standardisation and Adaptation Within International Marketing Context

Innovative Marketing, Volume 3, Issue 4, 2007 Demetris Vrontis (Cyprus), Alkis Thrassou (Cyprus) Adaptation vs. standardization in international marketing – the country-of-origin effect Abstract The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies’ behavior should be uniform to minimize total costs and promote a global…

3…………………………………………………………………………………………………………………………………6 Solution of Task 1 Describe the role of internet marketing has within a modern marketing context. (P1) Marketing is the method of communicating that the price of a goods or services to customer, for expected selling. It is the communicating method between a society’s demandable materials and economic pattern in exchanging money. Product, Price, Place and Promotion known as 4Ps and marketing mix. These are the base of marketing. which is development product and distribute to different…

STANDARDIZATION IN INTERNATIONAL MARKETING Introduction This paper is about a comprehensive discussion, explanation and analysis of standardization of international marketing strategy. This will be in a form of literature review oriented discussion, explanation and analysis of standardization of international marketing approach. The literature review will look into the positive and negative standardization aspects. This is backed up with relevant theories dealing with the process of standardisation within…

by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies…

Standardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into. According to De Wit and Meyer (2010), the question facing managers is whether they should anticipate and encourage global convergence by emphasising global standardisation, centralisation and coordination or should managers acknowledge and exploit international diversity…

markets in over 200 countries and over 1,100 brands under their portfolio. The company was founded in 1886 and is currently headquartered in Atlanta, Georgia, USA. This paper seeks to explain the impact of globalization on the standardization versus adaptation decision using examples from the Coca-Cola Company’s performance and strategies since their inception as a company. Introduction Globalisation can be defined as the movement toward economic, financial, trade, and communications integration by…

at which is more appropriate in the modern international marketing scenario. Discussion Standardisation refers to the concept of keeping one standard product or a service across different markets with the belief that the same product or service can be marketed across countries without any significant change or modification. Many of the global companies use this strategy across their product lines as over the time, with growing trade and international relations across globe, the ‘one world, one…

launched within the Chinese market, as it is close to become the largest luxury market in the world. In order to make this project as successful as possible, this essay will be divided into two parts. On the one hand, we will be analysing the marketing environment of the Chinese market by identifying major market opportunities. Also, the selection of a suitable target market for Cartier jewellery products will be made, and we will recommend which aspects of the product’s international marketing mix strategy…

between standardisation and adaptation. In 21st century most of the organization is going global. Standardization and adaptation is one reason of concern for the organization to choose. It has been one of the most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international business. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing…

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. The question of standardization or adaptation affects all avenues of a business’ operations, such as R&D, finance, production, organizational structure, procurement, and the marketing mix. Whether a company chooses to standardize or adapt its operations depends on its attitudes…