Standardization Versus Adaptation

Assignment The globalization of markets, the increased trading in outside markets, and the consolidation of the main economies of the world have forced companies to taper their trouble on the global environment. They need to take into affection ethnic and social residues while marketing their products in these markets. This has guide 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 root whether to standardize their marketing strategy or whether to adapt to local anesthetic 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(a) bills it as a common marketing plan and virtually term it as a common pattern of allocating firms resources. over the past 40 years, th ere has been considerable research on the issue of standardization and has led to three separate directions.

angiotensin converting enzyme sect of researchers debates in favor of standardization approach (Levitt, 1983), the keep sect of researchers urges in favor of adaptation and a terce sect advocates in favor of a contingency mannequin 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 goings among different countries but the basic requirements of a human being are same in all countries. So, managers need such differenc e while designing world(prenominal) marketi! ng 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 spay over their pattern from manufacturing products which are adapted for local consumer markets...If you desire to belong a full essay, order it on our website: OrderEssay.net

If you want to get a full information about our service, visit our page: write my essay