Global marketing is not a synonym for standardization in marketing processes. This is followed by the specific problem discussion, which will introduce the research questions for this particular study. 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 role of cultural pattern in a society and its effect on consumption mcleish ukomatimi otuedon. Comparison on the impact of standardization and adaptation. The one supports the standardization approach and argues that multinational companies behavior should be uniform to minimize total costs and promote a global corporate image. Zaheer ahmed khan1, saba hamid khan2, umer mahmud3. Among the adaptation choices, price should be the first element of the marketing mix to be adapted, followed by promotion, product and distribution.
A company assumes one size fits all strategy and tries to infiltrate foreign markets. Procedia social and behavioral sciences 150, 609618. Standardization of international advertising strategies. Standardisation versus adaptation issues in international marketing 2004 ref. The terminology used to describe marketing mix elements and sub. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics. Integrating adaptation and standardisation in international marketing.
The drawbacks include potentially alienating consumers, misaligned positioning. Pdf product standardization and adaptation in international. International marketing strategies in the jewellery industry. The influence of adaptation and standardization of the. Product standardization and adaptation in international marketing. Standardization versus adaptation international marketing. Identified internal organisational and external environmental factors, which limit standardization adaptation decisions of international marketing strategy, are.
Standardization versus adaptation of international marketing. Whereas for adaptation, a company would change their methods. International marketing mix, adaptation, standardization, case study. Product standardization and adaptation in international. Product standardisation versus product adaptation in. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. The importance of standardization in international marketing. Abstract the primary international advertising topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized or adapted to be effective ford et al. Adaptation of marketing mix elements in international markets. One of the key focus areas has been the interest in the degree of standardization versus adaptation of various international marketing mix elements. Standardization versus adaptation of international marketing strategy. N the international marketing literature, the desirability of pursuing a strategy of standardization of marketing mix and other competitive strategy variables across national markets versus adaptation to individual national markets has been debated extensively e. Mais aujourdhui, je vais vous parler dune seule en particulier. The second main approach to international advertising is adaptation.
Standardization versus adaptation of global marketing. International marketing strategies in the jewellery. Since the popularisation of the term global marketing in the early 1980s, there have been various. This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. Jun 03, 2016 a conceptual model of international marketing strategy in relation to standardisation vs. In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. This paper examines the factors behind the standardization or adaptation of global marketing strategies adopted by emfs for their crossborder acquisitions. Followers of standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. Several authors have presented many arguments favoring standardization but on the other hand several authors have also supported the advantages of adaptation of the marketing mix.
Pdf standardizationadaptation of international marketing strategy. For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Middle of the road strategies, in contrast, advocate flexibility which leads to case. With standardization, however, the products are neither modified nor are the marketing approach changed. Standardization is the process by which a company makes it methods, especially its production processes, uniformidentical throughout its organization. The purpose of this research paper is to discuss how far standardization and adaptation debate has. Standardization and adaptation remain debatable even after decades of research. Standardisation versus adaptation as an international. If youre looking for a free download links of product standardisation versus product adaptation in international marketing pdf, epub, docx and torrent then this site is not for you. Standardisation has become a prominent buzzword in international marketing. Comparison on the impact of standardization and adaptation on.
Marketing dissertations standardisation adaptation. Integration of standardisation and adaptation marketing. This research also analyze degrees of adaptation to be applied to different segments, regions, and sectors, among other. The ideal business model is one which takes the disadvantages into account, uses the advantages and ultimately employs a combination of standardization and adaptation. A case of mcdonalds, authornampungwe beatrice membe and maria doriza loukakou, year2012. Standardization versus adaptation of international. The study also evaluates the influence of international marketing strategy elements on the export business results of the companies. Adaptation or standardisation in the world marketing field. Standardization is very cheap and efficient although it doesnt have as good a chance of penetrating the new market as adaptation does.
Standardization and adaptation of international marketing mix. Innovative marketing, volume 3, issue 4, 2007 demetris vrontis cyprus, alkis thrassou cyprus adaptation vs. Product adaptation in international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. Standardisation vs adaptation in international marketing. Product standardization and adaptation in international marketing a case of mcdonalds. The influence of adaptation and standardization of the marketing. However, our results suggest that companies should slightly emphasize the marketing mix adaptation es mean. Despite increasing importance of international marketing for firms to survive and continue to. The link between standardizationadaptation of international. Use the link below to share a fulltext version of this article with your friends and colleagues. Product standardisation versus product adaptation in international marketing manfred daberto essay business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Whereas for adaptation, a company would change their methods such as the price, promotion, packaging andor the.
Integration of standardisation and adaptation marketing mix. Pdf for over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Standardization and adaptation of international marketing. Develops a comprehensive framework to capture the relevant factors that determine the selection of the appropriate.
Oct 06, 2012 il existe 3 strategies marketing applicables a letranger. It may also include manufacturing a new product with basis of customizations of a product already in existence. However, the decision whether to standardize or not cannot be considered a dichotomous one. International marketing exam notes marketing and marketing. Here, it is argued that the last 40 years of scholarly research has. 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. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. In my presentation, i will be discussing international marketing planning with specific reference and relation to the long debated issue of standardisation and adaptation. From the analysis, it emerges that the jewellery industry has specific dynamics that force companies to implement an international marketing strategy that falls halfway between. The study is based on a survey of executivelevel managers in u.
Product adaptation versus standardization cleverism. Abstract study of the transformation of marketing solutions in the process of internationalization of a company acknowledge that the structure of marketing strategy in international markets is an evolutionary process and companies face a particular. Whereas for adaptation, a company would change their methods such as the price, promotion. The author viewed standardisation as a conscious practice by global organisations to deliver uniform. Since the popularisation of the term global marketing in the early 1980s, there have been various debate about globalisation. The key to succeed in the international market is to use the mix of standardization and adaptation strategy and try to create the balance between the two. Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. Integrating adaptation and standardisation in international. This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. Jul 29, 2018 standardization versus adaptation debate in international marketing. Traditionally, product adaptation has been taken to mean modifying inhouse products but it also involves taking points from a competitors product. The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing.
Standardisation and adaptation discuss the advantages and disadvantages of standardization strategies and adaptation strategies in a global environment. The remainder of the article is organized into six sections. A case of mcdonalds 1 1 introduction in the first chapter the authors present the general background to the study. Standardizationadaptation of international marketing. Product standardization is a very useful strategy, with many benefits. This paper examines the determinants of the marketing. Discuss the advantages disadvantages of standardized international marketing advantages standardization is the process by which a company makes it methods, especially its production processes, uniformidentical throughout its organization. Standardisation versus adaptation as an international marketing strategy. A case of mcdonalds ii acknowledgements writing this thesis during the past ten weeks of spring 2012 has been a process of continuous learning and hard work. During the past 40 years, there have been numerous studies focussing on the general question of whether to standardize or adapt in international marketing strategy ryans, griffith, and white 2003.
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