Standardization & Adaptation

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Halmstad University School of Business and Engineering Business and Marketing

Standardizing or Adapting the Marketing Mix across Culture
A case study: Agatha

Thesis in Marketing, 15 ECTS credits Final seminar: 25.05.2010 Authors : Elise MEYER (890511) Ingrid BERNIER (901218) Supervisor: Jean-Charles LANGUILAIRE Examiner: Roger STRÖM

Summary of thesis

Title: Standardizing or adapting the marketing mix across culture

Authors: Ingrid Bernier and Elise Meyer

Supervisor: Jean-Charles Languilaire

Level: Bachelor Thesis in Business Administration, Marketing

Key words: Culture, international marketing, marketing strategies, standardization and adaptation

Purpose: Compare two strategies, standardization and adaptation,
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Adaptation of the marketing mix..........................................................................10 2.2.1 Standardization vs. Adaptation of products ...........................................................................................12 2.2.2 Standardization vs. Adaptation of pricing.................................................................................................12 2.2.3 Standardization vs. Adaptation of promotion.........................................................................................13 2.2.4 Standardization vs. Adaptation od distribution (place)…………………………...……………………14 2.3 Conclusions of the theoretical framework..................................................................................................15

3 Method............................................................................................................................................................................16 3.1 Research purpose...................................................................................................................................................16 3.2 Qualitative vs. quantitative approach..........................................................................................................16 3.3 Research
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