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
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Standardization versus Adaptation There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets. There are numerous factors to consider‚ along with pros and cons of both marketing plans. While standardization is equated with brand consistency‚ lower advertising costs‚ and overall synergy‚ adaptation is often required to address cultural differences for more effective communication and proves that cutting costs does not always
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Strategies a Company Use When Marketing Their Products Globally? (Standardization versus Adaptation) In the century‚ when almost every company wants to operate globally and many of them have already been doing it‚ firms face the choice of marketing strategy that provides a success to their product/service in different markets. There are two main marketing strategies‚ standardization and adaptation. And the question “What is better?” worries the companies that are going to act worldwide. I think
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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
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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
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2007:201 BACHELOR THESIS Standardization and Adaptation in Television Advertising Jonas Kenntoft Johan Neglén Luleå University of Technology Bachelor thesis Industrial marketing Department of Business Administration and Social Sciences Division of Business Administration and Management 2007:201 - ISSN: 1402-1773 - ISRN: LTU-CUPP--07/201--SE PREFACE PREFACE When we started this journey‚ we had no idea about where we were going to end up. On the way we understood why many people
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Reasons for product standardization or adaptationThere are countless reasons for which firms standardize or adapt their product‚ but the bottom line is that‚ there is no firm that is at the extreme end of thespectrum of standardization and adaptation. This assertion is supported andevaluated by Gabrielsson (2004:41): “The standardization alternatives are aspectrum ranging from full standardization to an adaptive approach at differentlevels of marketing mix elements. This part tries to pinpoint popular
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Starbucks Coffee: Standardization and Adaptation Strategy Introduction Starbucks’ Business Concept and History When academics Jerry Baldwin‚ Zev Siegel‚ and Gordon Bowker established Starbucks Coffee Company in 1971‚ their vision of Starbucks was that of a local business specialising in “selling fresh roasted whole beans in ...specialty stores.” (Darguste et al.‚ 2006 p.655). Fearing commoditization of the brand‚ the founders were opposed to the idea of broadening the appeal of Starbucks
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About ISO International Organization for Standardization is the largest developer and publisher of International standards. It consist of 162 countries and is a network of national standards of these. It is a non-governmental organization which fill the gap between the sectors i.e.public and private. On one side‚ ISO members are part of the governmental structures of their own country and on other hand‚ some ISO members are having their roots individually in private sector. ISO is derived from
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Standard vs. local(refer to book pg no.407) 1. Attitudes towards advertising in general are important to assess as they have been shown to influence attitudes toward advertisements‚ brands and purchase intent. Businesses need to have a presence everywhere and yet limited resources only allow for some markets to receive funding for customized material (Rogowski 2004). Thus‚ from a financial perspective‚ some degree of standardization is always desirable. Over the past decade‚ marketers have recognized
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