Standardization vs. […], 4 reasons to translate your website that will help drive international business growth […], Brand evaluation or product name testing before investing in international launch […], Your brand in Chinese characters. Martin The discussion of standardisation versus local adaptation on a strategic level can affect diverse aspects of the marketing strategy (Hollensen 2014, pp. standardization as an international marketing strategy where the company uses the same marketing program for all their international target markets. The drawbacks include potentially alienating consumers, misaligned positioning, Wow Awesome, Check our article too : http://www.nerdynaut.com/business/product-standardization-vs-product-adaptation, Awseome this article also will help your audience http://www.nerdynaut.com/business/product-standardization-vs-product-adaptation. Global Marketing Strategy - Standardization vs. Standardization Vs Adaptation Marketing Essay. You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. Branded Translations is a specialized language agency, focused exclusively on the translation, transcreation and localization of marketing & creative communications. International advertising has the possibility of breaking down national economic boundaries and establish a common mode of communication, trademarks, labels, slogans, symbols and corporate names. Adaptation. In the process o… Translating advertising is like painting the tip of an iceberg. Standardising and customising are two approaches that are often considered. The marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion, and Place. […], Marketing content requires specialized translation expertise […], Translation into Chinese - simplified or traditional? Adaptation versus standardization The main goal of a global strategy is management of the great differences that emerge beyond domestic borders (Ghemawat, 2007a). The world-wide-web, technology, loose international trade policies & growing global competition are the driving factors for companies to explore international markets & expand globally. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. The frequent subject in international marketing in whether companies should plan for a standardized or customized marketing approach is extensively debated in the academic literature and is a concern for every multinational company and marketing … tion vs. adaptation), (2) desired degree of standardization of the strategic resource mix (i.e., pattern of resource alloca-tion among advertising, promotion, personal selling, and other marketing mix variables), and (3) the desired degree of standardization of the strategy content (i.e., decisions on In order to achieve a working model of international marketing, standardization and adaptation strategies should be applied as see fit. Adaptation vs Standardization These factors are affected by the integration of the culture, changing environmental demands, development of the technologies, cost-cutting methods, etc. Standardisation is an approach that can adapt to work across different cultures and countries in order to promote products.… Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. Based on an integrative International advertising has the possibility of breaking down national economic boundaries and establish a common mode of communication, trademarks, labels, slogans, symbols and corporate names. Research Design 4.1. You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. The main causes of standardization and adaptation in marketing mix activities (Adapted from Nguyen, 2011) 4. Innovative Marketing, Volume 3, Issue 4, 2007 Demetris Vrontis (Cyprus), Alkis Thrassou (Cyprus) Adaptation vs. standardization in international marketing – the country-of-origin effect Abstract The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. They both represent a way of selling products overseas. On the other hand there is a definition of standardization versus adaptation. This research consists ofa questionnaire survey to the largest UK multinational companies and investigates companies′ level of adaptation and standardisation across international marketing tactics. Since the start of the 1980s, globalization issue has developed significantly and critical to modern businesses. Standardization vs. adaptation? This paper explores international Marketing Strategy. tion vs. adaptation), (2) desired degree of standardization of the strategic resource mix (i.e., pattern of resource alloca-tion among advertising, promotion, personal selling, and other marketing mix variables), and (3) the desired degree of standardization of the strategy content (i.e., decisions on Adaptation approach deals with country specific markets where efforts are adjusted to the differences in the marketing environment. However, the decision whether to standardize or not cannot be considered a dichotomous one. The strategy is a time and money saver for McDonald’s as it helped build economies of scale. They both represent a way of selling products overseas. ADAPTATION" and I thought it was very insightful. The adherents of standardization think that all cultures are somehow united and their environmental and customer demand is alike. Generally, products with high technological intensity such as heavy equipment’s, plants and machinery, microprocessors, hard disks, projectors etc. Hey Editors, Whereas ... and the degree of adaptation vs. standardization necessary … Product standardization refers to the process of maintaining uniformity of products and services sold in different markets or in other words setting identical characteristics for a particular good or a service. […], What to look for when selecting a resource for localizing your marketing materials. Adaptation, http://michaelczinkota.com/2010/04/adaptating-to-global-markets/, http://blog.hubspot.com/blog/tabid/6307/bid/33857/10-Businesses-We-Admire-for-Brilliant-Global-Marketing.aspx, http://www.nytimes.com/2006/08/02/business/worldbusiness/02walmart.html?pagewanted=all&_r=3&, http://prezi.com/cbgvtabpwfxw/global-marketing-strategy-adaptation-vs-standardization/, http://www.forbes.com/sites/panosmourdoukoutas/2012/04/20/mcdonalds-winning-strategy-at-home-and-abroad/, http://www.marketingteacher.com/lesson-store/lesson-international-marketing-   product.html. CEO Cleverism. Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. Both international of businesses and an increasing level of globalization have had a significant impact on how businesses plan and view their global marketing strategy (Wang & Yang, 2011). For more infor­ma­tion, visit BrandedTranslations.com. Globalization has helped in reducing the differences between countries. The second main approach to international advertising is adaptation. Based on an integrative McDonald’s has begun to renovate its eateries, going from a plastic look to a more brick and wood design in an effort to maintain a contemporary image (Mourdoukoutas, 2012). We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. Does the company generally follow a standardization or adaptation strategies in the marketing of their products/services overseas? As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. are marketed as standardized products across the world. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. Whereas ... and the degree of adaptation vs. standardization necessary … In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. ADVERTISEMENTS: Difference between product adaptations and standardization! I stumbled upon your post on "GLOBAL MARKETING STRATEGY - STANDARDIZATION VS. However, the decision whether to standardize or not cannot be considered a dichotomous one. - standardization vs adaptation is one of the key issues in international brand management and a balance between the benefits achieved by the standardization thorough economies of scale and need of cultural adaption is necessary Export Management Product adaptations (also called differentiation or localization or customization) come in several forms. 1, pp.78-98. The first method under question is the standardization standpoint (suggested by Jain, 1989; Levitt, 1983). This research paper looks at the issues of standardization and adaptation in global marketing plan and proposes methods that can help international businesses to successfully compete in the international markets. This book utilizing a resource based perspective analyzes how competition between American, European and Japanese companies evolves historically in emerging market settings, illustrating competitive marketing strategies and the use of standardization and adaptation practices in the pursuit of competitive advantage. 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. Here is why a company should adapt: to consider culture – adjust to the differences in markets & countries Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. It offers the following advantages: Only a few products allow a totally standardized or a totally adapted marketing strategy because, most of the time both approaches have to be used to a certain degree. You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. The issue standardization vs. adaptation of international marketing programs has been a highly debated issue for over 40 years and it has been the central focus of academics and These errors can be partly attributable to the insufficient awareness of how Standardization and Adaptation work in international markets. The is a very edukasie. My name is Martin and I am the CEO & Co-Founder of Cleverism.com --- a leading educational website that helps people actually get their dream job (we write super actionable and helpful career guides :-). The question of standardization versus adaptation of marketing strategy and activities has been the focus of a vivid and ongoing debate in the international marketing literature. 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. The authors explain that standardization strategy increases a company’s performance. are marketed as standardized products across the world. Businesses should answer questions related to the marketing mix such as “what do we intend to standardize?” and “Do we standardize customer service and product support, marketing communications, pricing, and channels of distribution?” The answers to these questions should neither be all standardized nor all adapted. This is so-called, standardization approach to international marketing, tends to be a much easier and less costly way to enter markets as much of the decision elements of the strategy are already laid out. There are 2 fundamental approaches to international marketing: adaptation & standardization. […], The importance of using powerful imagery in global and multicultural advertising. Adaptation versus standardization The main goal of a global strategy is management of the great differences that emerge beyond domestic borders (Ghemawat, 2007a). Standardization, to consider culture – adjust to the differences in markets & countries, to use different media sources depending on what’s available in the new country, to abide to local product regulations & advertising laws, to compete successfully by not appearing/sounding foreign, to consider differences in product appreciation, savings from economies of scale, mostly through reduced media production costs, strong global brand image – consumers recognize it easily when traveling, increased efficiency – lower costs of advertisement preparation, global oversight but centralized communication, language differences (translation of the message, trade names, brands, etc…), cultural differences (what do people prefer or dislike, religion, attitudes, etc…), social differences (how do people interpret statements? 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