Standardization versus adaptation debate in international marketing 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. There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets - standardization versus adaptation in international marketing introduction. The question is addressed by examining whetherstandardization is better than adaptation in a company 9 product• production economies of scale • meet differences at the stage of• economies in research and development, consumer differences in development taste, needs, wants, socio cultural• stock cost reduction.
25 asian journal of business research volume 1 number 2 2011 standardization or adaptation in international advertising strategies: the roles of brand personality and country-of-. International adaptation versus global standardisation multinational companies, in their effort to expand their global presence and market share, increase profitability and to overcome problems related to saturation of existing markets, continually seek opportunities for growth (vrontis and thrassou, 2007). Read standardization versus adaptation of international advertising strategies: towards a framework, european journal of marketing on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips. The argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades this argument has generally taken place at the aggregate level to include all four strategic areas of the marketing mix (product, price, promotion, and place) taken .
Standardization marketing strategy is typically applied to discussion of global businesses and means to market a solution with uniform consistency throughout the marketing mix this is an opposite approach to an adaptation strategy, under which multinational companies differentiate their product and adapt it to fit the unique needs of countries. The standardisation versus adaptation debate is an old one in international marketing, as the discussion timidly started more than eight decades ago, in the 1920's, was generalized in the 1960's and continues until today (vrontis, thrassou & lamprianou, 2009) standardisation and adaptation are two . The subject of marketing strategy and marketing mix element adaptation versus standardization has been the subject of much marketing research and debate since there are many potential factors influencing the appropriateness of such a strategy, it is difficult to say when it is best relative to a standardization approach.
Standardization as a new kind of marketing myopia, representing an oversimpl- iﬁ cation of reality, and contradicting the marketing concept (boddewyn, soehl, & picard, 1986 wind, 1986 douglas & wind, 1987). Innovative marketing, volume 3, issue 4, 2007 demetris vrontis (cyprus), alkis thrassou (cyprus) adaptation vs standardisation in international marketing – the country-of-origin effect abstract the literature on international marketing presents a confrontation between two mainstream schools of thought regard- ing international marketing. 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.
Standardization versus adaptation in international marketing essay 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 influence of adaptation and standardization of the marketing mix on performance: a meta-analysis standardization versus adaptation of international . Global marketing strategy: adaptation vs standardization both international marketing mix glocalisation think globally, act locally global strategy same brand .
Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Its been a long time, since the two opposing international marketing strategies have been debated upon - standardisation versus adaptation of products. The journal of marketing standardization versus adaptation of international marketing strategy: an empirical investigation david m szymanski et al 1993 about the author alan valdez started his career reviewing video games for an obscure california retailer in 2003 and has been writing weekly articles on science and technology for grupo reforma since 2006.
20 innovative marketing, volume 3, issue 4, 2007 international marketing tactical behaviour product, price, place, promotion, people, physical evidence, process management reasons pulling towards adaptation reasons pulling towards standardisation 1. International marketing is not equivalent to standardization in marketing processes although each element of this process is influenced by standardization, this can be only one of the approaches used by the company vinícius et al (2011) study found the following: “the approaches of international marketing follow three different aspects. (1995), as editor of the journal of international marketing, identified standardization vs adaptation as one of four “special challenges in international marketing,” along with market/customer assessment and selection, methods for getting close to international customers and branding, labeling and packaging.