People who are using standardization strategy in international marketing. First of all, the development of the technology had made the world become a village, that means each country and their people are closer than ever before. David A, Base on this opinion, the individual markets are not along isolated at. 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. Whether a company chooses to standardize or adapt its operations depends on its attitudes. It has been one of the important and most popular research topics since s to understand whether standardization is better or adaptation for marketing mix in international marketing.
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Fearing commoditization of the brand, the founders were opposed to the idea of broadening the appeal of Starbucks coffee. Howard Schultz, a marketer who eventually acquired Starbucks in , made selling brewed coffee to a wider market the bedrock of Starbucks Darguste et al. When adapting Chinese culture, Starbucks used the localized strategy, it changed both its store scale and its product categories to be more Chinese-friendly while the original selling point of giving customers another place to relax or socialize remains unchanged. It successfully adapted to Chinese collectivistic culture because it.
Adaptation vs. Standardization in International Marketing – the Country-of-Origin Effect
There are two main marketing strategies, standardization and adaptation. I think nobody can answer that because everything depends on a particular situation: product, company, country, market, competitors, etc. This concept means making one global product in the belief the same product can be sold across markets without significant modification.