Standardization Versus Adaptation

Assignment
The globalization of markets, the increased trading in foreign markets, and the consolidation of the main economies of the world have forced companies to focus their trouble on the global environment. They need to take into consideration ethnic and social residues while marketing their products in these markets. This has led to a major issue for market research and practices i.e. standardization or adaptation in foreign business. The dilemma for companies and managers is to decide whether to standardize their marketing strategy or whether to adapt to local markets crossways distinct countries.
The idea of standardization can be date back to 1920 (Agrawal, 1995) and ever since studies and debates have been carried out over standardization. thither has been no universal explanation of standardization term. Some bills it as a common marketing plan and almost term it as a common pattern of allocating firms resources. over the past 40 years, there has been considerable research on the issue of standardization and has led to three separate directions.



mavin sect of researchers debates in favor of standardization approach (Levitt, 1983), the sustain sect of researchers argues in favor of adaptation and a trinity sect advocates in favor of a contingency simulation that can be formulated by taking a combination of both standardization and adaptation as per the requirements in the foreign country.
People in support of standardization argue that there may be some culture differences among different countries but the basic requirements of a human being argon same in all countries. So, managers need such difference while designing international marketing and advertising strategies. In the words of Lemark, standardization is a uniform approach for international business worldwide. The idea of standardization was supported by Levitt, who suggested that the companies should change over their pattern from manufacturing products which are adapted for local consumer markets...If you want to belong a full essay, order it on our website: Orderessay



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