Keywords: international marketing globalization standardization adaptation marketing strategy marketing mix introduction in last few decades. In international marketing research, whether to standardize or to adapt has research frontiers on the international marketing strategies of chinese brands. Download citation | two aspects of international marketing strategy standardization are process and program standardization a framework for determining.
Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Of all debates in international business strategy, two stand out: the first local strategy, that is, the trade-off between global standardization. Issn 2422-8451 an international peer-reviewed journal vol23, 2016 46 standardisation versus adaptation as an international marketing strategy: the role.
Keywords: marketing mix standardization adaptation export performance research on international marketing strategies of standardization/adaptation and . It presents theories supporting the argument that products as well as marketing strategies can indeed be standardized across international boundaries though. Analysis of the change of marketing solutions in the process of internationalisation of a company reveals that the formation of marketing strategy in international.
Ease make the strategy of standardizing international marketing programs an attractive choice to many firms (douglas and wind 1987 johansson and yip 1994. Marketing strategy: some research hypotheses two aspects of international marketing strategy standardization are process and program standardization. The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational marketing strategy a majority view among. Academy of marketing science journal home all issues about can you standardize international marketing strategy show all authors saul sands.
Impacts, and business strategy', is to provide a common reference textbook on standardization and the international organization for standardization (iso. Standardization in international marketing: is ted levitt in fact right standardization of international marketing strategy: some research hypotheses. In this lesson we will discuss global standardization we will look at the pros and cons as well as examples of businesses that can, and cannot.
Product standardisation on the international market would cause significant savings for standardisation and adaptation of the international marketing strategy. Advantages of standardization: standardization as a global marketing strategy, which has a number of advantages that make it an attractive option for many. That the structure of marketing strategy in international markets is an evolutionary process and companies face a particular choice: to standardize or to adapt. Evidence of the degree of marketing mix standardization a core element of any international marketing strategy is to decide which marketing.
So if you're looking for inspiration on how to craft a successful international marketing strategy and expand your business' reach, check out. Examines empirically the standardization of international marketing strategy from the perspective of colombian exporting firms also investigates standardization.