Standardization in International Marketing Strategy Is Doomed to Failure: Literature Review and Methodological Critique

Today, firms have to deal with a global marketplace; marketers have no other choice. Participation in global marketing has begun to shift from a mere “option” to an imperative. The world is becoming more homogeneous. Distinctions between national markets

In the reading of “Sam Walton/ Jay Z” by George Packer, both Sam and Jay Z became famous and rich. While both of them had very different ways of them becoming the people are today. Sam, owner of Wal-Mart, had built up his business doing what everyone else does. He did it in steps in a reasonable way, like any powerful business owner would do. On the other hand Jay Z built his empire up by hustling.

According to Theodore Levitt there are three assumptions that favor the pursuit of “pure” global strategy. The first one is that customers worldwide are starting to all want the same things. If this were true, I’d be able to buy the same things that I can buy in the United States in

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

Since the time of great antiquity, human beings desired power; yet ironically the term power is defined differently from person to person. Linguistics has shown that power is closely related to the Latin word imperium, which also means the ability to command. For the purpose of this essay, consequently, power is related to neither physical nor mental strength, but the ability to command, govern, keep order, and maintain obedience. This term and its definition is intensively explored in Hesiod’s Theogony – a polytheistic text – and The Book of Genesis – a monotheistic text. The two readings explain the beginning of two different cultures; Theogony elaborates the beginning of Greek mythology while Genesis centers around the beginning of

In today’s world most of the companies depend on its global strategies as it plays a crucial role to succeed in the throat-cutting competition between the companies.

First, I will identify and research with a successful global business strategy and provide basic background information. Of every single built up companies that have figured out how to bear the numerous difficulties time conveys to their way, one emerges: McDonald 's. To start with, with an establishment plan of action that permits its franchisee-individuals, administration and shareholders to share the dangers and prizes from the revelation and misuse of new business opportunities McDonald 's model has turned into the standard for other establishment associations. Second, by adjustment and advancement, thinking of crisp items and administrations to address the needs of a various purchaser market as molded by demographic, monetary and nearby elements around the globe.

I think everyone should take a Humanities class at some point in their lives. For those who don’t know what Humanities is, well it’s the study of how people process and document the human experiences. Knowing this important information of the human experience, it gives us the opportunity to feel a connection to people who were on earth before us. During this class three things that grabbed my attention was the rise of the Greece, Islam, and The Rise of Medieval Culture. Within my paper I will give you a brief explanation of each, and why it is important to learn about these things.

Levitt,1983 mentioned for the first time in his article in the Harvard business review about standardized marketing strategy. He stressed that companies who want to explore internationally should develop standardized products and market them internationally with standard prices, quality and advertising. He referred standardization as building the global brand and product. But the Mooji,1998 argues

2.If an organization decides to expand its operating activities to another country, it will have to revise its strategies. When a company is targeting local market, its strategy is different as it targets all its

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 toward different cultures. These attitudes are defined by three orientations toward foreign culture: ethnocentric, polycentric, and geocentric.

Internationalization has become predominant in enhancing the businesses along with the economic growth of the country. In today’s world of globalization, all organisations focusing on pursuing their identity in international market. American Marketing Association (AMA) stated International market as “The multi-national process of planning and executing the conception, price, promotion and distribution of ideal goods and services to create exchanges that satisfy the individual organizational objectives.” Over 200 nation-states in the world, not all have the profit potential for the international expansion hence entering the international market at the right time with the right strategy along with absolute examination of variables for instance transaction cost (Hill et.al 1990), culture (Kogut B and Nath R, 1988) and environment is essential for all-small, medium and multinational organisations.

The definition of the concept of standardization in business is hugely dependent on the nature of business activity under consideration (Roach 2007). Although the concept is easily defined in the marketing context, since it is defined in terms of the 4Ps (product, price, place and promotion), the concept is more complex when used in the context of the product choices. A multinational corporation would be forced to make a decision on whether to adopt complete standardization, which involves creation of completely new product for each geographical market or complete

With respect to product, standardized marketing differs from its opposite extreme concentrated marketing as products are introduced to a foreign country without any change*. Although the strategy is

Now, let us move on to another important marketing activity, market research. Some elements can probably be standardized. For example, the sample to population ratio can be controlled globally. The information to be collected for each product category can also be