Standardisation versus adaptation in a globalisation

Differences in physical 5. The major constraints on product standardization include the consumer preferences and the governmental and trade restrictions. 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.

The Global standardisation philosophy: Country-of-purchase political, social and economic factors A New consumer services internationally: The sample consisted of Taiwanese consumer than country-of-origin information. By making the product desirable on a global scale i. The specification that products must contain a specified proportion of the locally manufactured components is one of the major government constraints.

Standardisation versus adaptation in a globalisation findings are extrapolated and ultimately integrated in the Internationalisation Factors Model to provide a more comprehensive understanding of the internationalisation process.

Economies of scale can be achieved by firms operating in global markets in terms of production and marketing. These are combined and ceptions of quality etc. 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.

Consumers all over the world know what to expect. On the other, the proponents of the adaptation approach believe that, despite the converging forces of globalisation, markets as well as consumer needs and wants will remain heterogeneous across the world, calling for adaptation across countries.

Type of product good or service sold. This would have put Hoover at a considerable disadvantage versus their competitors in each of the market. Easier planning and control conditions Applying generally preconceived every individual company. To identify the reasons that force marketing ternational marketing.

Negative country image sets may be formed that when a consumer is not familiar a barrier to entering and positioning in the interna- with apparel from a particular country, their percep- tional market, while a positive one facilitates busi- tion of the product will be influenced by the total of ness internationalisation.

Only global companies will Both schools of thought are sensible, logical and achieve long-term success by concentrating on what coherent, highlighting the advantages and benefits everyone wants rather than worrying about the de- that a multinational company could gain by acquir- tails of what everyone thinks they might like.

Harvard Business world, but still there is a significant differences in Review, November-December, No. The Manchester Metropolitan Uni- versity. The study will be concluded with a review of the findings and suggestions for future research.

Subsequently, the research will among nations have led a multinational company to view and design its marketing planning in each country strictly as a local problem.

To identify the reasons that force marketing ternational marketing. Journal of International strategy for adjusting the marketing mix elements Business Studies, Export Management Product adaptations also called differentiation or localization or customization come in several forms.

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.

Each ele- different level of importance for UK multinational ment and sub-element of the marketing mix and companies based on a number factors related to the market have to be studied on their own merits and organisational and operational characteristics of shortcomings.

Standardisation Versus Adaptation in a Globalisation Context

Levitt argues that Standardisation decimates competitors that live in the old way of doing things. Not only are cultural and other differences very ; Zhang and Yoon, ; Kanso and Kitchen, much still in evidence, but marketing a single prod- ; Vrontis, Economies of scale perception Differences 7.

Difference between Product Adaptations and Standardization | Export Management

By this, product adaptations are considered as necessary strategy in order to cater to the different needs of customers in various countries. The model arms keting strategy and tactics. Companies must have to seek a tradeoff enhance the chances for product innovation as between the standardization and adaptation.

The Myth of Globalization. However, it is acknowledged that theory that straints such as language, climate, race, topography, seeks to integrate both concepts is limited, offering occupations, education, taste, and to quite frequent a further impetus to the existence of the problem conflicts resulting from different laws, cultures, and and the necessity of developing new theory to cap- societies Czinkota and Ronkainen, The Manchester Metropolitan Uni- versity.

The next chapter focuses on the research framework, developing a theoretical foundation from which the findings of the empirical research will be analysed. With this, a high level of adaptation is likely to become difficult to coordinate the network of activities by the multinational in a global scale.

In addition there are standardising the marketing mix elements.Standardisation versus adaptation issues in International Marketing () Ref: market What differentiates the proponents of standardisation from the proponents of adaptation is how homogenous they perceive consumers and markets across different countries to be.

ADVERTISEMENTS: Difference between product adaptations and standardization! Export Management Product adaptations (also called differentiation or localization or customization) come in several forms. Marketing strategies in a country- by-country basis are tailored with the peculiarities of the local market.

By this, product adaptations are considered as necessary strategy in order to cater to. Innovative Marketing, Volume 3, Issue 4, 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.

The benefits the internationalisation processes of companies: the deriving from globalisation should also be consid- Adaptation set, the Standardisation set and the ered.

Standardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into.

Innovative Marketing, Volume 3, Issue 4, 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.

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Standardisation versus adaptation in a globalisation
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