They go on by mentioning that, within international marketing, companies are involved in making global decisions in one or more variables of the marketing mix. Consequently, companies who wish to enter international markets are faced with the challenge of considering the options of whether to standardize or adapt the elements of their marketing mix. In the contrast, the most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations.
The debate on the standardization and adaptation of marketing strategy is not new, but the researchers not yet came to an agreement that which strategy is better to serve the international market.
The aim of this research paper is to evaluate the previous researches and evaluate that which international marketing strategy is better. After the extensive research on the topic authors find out that standardization strategy is used to achieve the economies of scale and it is used when the target market has the similar needs and wants.
While on the Standardization vs adaptation hand adaptation strategy is appropriate when the consumers have a different needs, wants and preferences and when there is a significant difference in the socio economic conditions of the target market.
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.
In such highly usually in the American context. In the past dynamic and vibrant business environment it is researches in Standardization vs adaptation field of international marketing very difficult for the businesses to operate extensively research the issue of standardization internationally.
According to Kotlerand adaptation. In the view of Vignali and Vrontis nowadays, global corporations face difficult the discussion on the topic starts in early decisions regarding what marketing strategy towhen Elinder write an article on global adopt. A basic question arises what should be the advertising.
In the earlier the standardized marketing strategy of the company when they go advertising was at the heart of the issue Kanso global, whether they standardized their processes and Kitchen, In the view of the earlier or adapt their marketing strategy according to the researchers there should be a single or environment.
Then this debate move forward from a international marketing and find out that what standardized advertising campaign to the approach is best and why.
This Kitchen and de Pelsmacker, Second section of the researchers on employing the standardization or study will involves the literature review and the adaptation strategy at the international level.
The formation of conceptual framework, whilst the last advocates of standardization strategy at the global and third section of the study will involves the level propose that, markets in the international discussion and conclusion.
Selection of the appropriate marketing supporters of standardization are that needs and strategy at the national level as well as at the wants of the consumer do not vary significantly at international level is key to success.
Hill the international level. In their view the world is further argues that, Firms which compete at the becoming progressively more homogenous in global stage usually face two kinds of competitive relation to the requirements of the customers and pressures.
In this geographic location. According to Cavusgil et al. There are number of marketplace. The aim of this research paper is to advocates of the standardization but among them investigate through the review of the prior Levitt is one of the most strong advocates of researches to evaluate the both approaches of standardization.
According to Levitt the Manag. The basic difference between the two process. Kotler which helps them to reduce the inventory cost, this and Armstrong write in their book most not only save cost but also helps firms to get marketer suggests that companies should adapt competitive advantage over the competitors.
Companies must have to seek a tradeoff enhance the chances for product innovation as between the standardization and adaptation. Whitelock operations, the adaptation affects mostly the suggests that standardization will leads to the tangible or physical attributes of a strategy attentiveness of the technical research work, as the because it focuses on environmental conditions of process is standardized so less staff training is various markets.
Customization on the other hand required. According to Bennetfirm which is mostly affected by such factors as cultures and employ standardization strategy will develop a therefore has a deeper impact than adaptation, on single product for all the markets in all the regions the intangible or non-physical attributes of and this kind of universal product will be suitable products Medina and Duffy, Supporters of which encourage firms to use standardization adaptation approach convincingly advocate that strategy or adaptation strategy at the international there is a significant difference in culture, level.
Moreover, in the view of some researchers, the eventual goal of a Economies of scale in Government and company should not be cost reduction through production regulatory influences standardization, but long-term profitability Economies in marketing Differing buyer through higher sales accrued from a better behavior patterns utilization of the different consumer needs across countries Onkvist and Shaw, ; Rosen, ; Control of marketing Local initiative and Whitelock and Pimblett, ; cited by Theodosiou program motivation in and Leonidou, Standardization versus Adaptation in International Marketing Introduction The most challenging decision that a company may face in internationalization is the degree of .
standardization and adaptation from a specific consumer profile perspective, specifically focusing on two factors, i.e., brand personality and COO effect, which are found to be significant in influencing consumer decision making (Wang and Yang, ).
Difference between product adaptations and standardization! Export Management. Product adaptations (also called differentiation or localization or customization) come in several forms.
Standardization versus Adaptation Essay - STANDARDISATION VS ADAPTATION The standardisation versus adaptation debate is an old one in international marketing, as the discussion timidly started more than eight decades ago, in the 's, was generalized in the 's and continues until today (Vrontis, Thrassou & Lamprianou, ).
Standardisation vs Adaptation in International Marketing: 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.
Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights.
Despite increasing importance of international marketing for firms to survive and continue to prosper as well as increase their profitability in a rapidly changing environment, researchers pay more attention to domestic knowledge issues rather than international marketing. 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. Difference between product adaptations and standardization! Export Management. Product adaptations (also called differentiation or localization or customization) come in several forms.