Standardization, in industry, the development and application of standards that permit large production runs of component parts that can be readily fitted to other parts without adjustment. Standardization and localization are two of the most important processes of global business. As a category, they exist in most markets globally, and there is an abundance of. Pdf the literature on international marketing presents a confrontation between two mainstream schools of. Standardization and adaptation of international marketing. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield cle.
This research paper examines the issues of standardization global strategy and adaptation customization in global marketing strategy and suggests methods that can guide. Standardisation vs adaptation in international marketing. There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets. The standardization versus adaptation marketing essay. This is a repository copy of standardization versus adaptation of global marketing strategies in. Comparison on the impact of standardization and adaptation. My newest course research methods can be found under following link f. Capitalizing on opportunities in emerging countries key for global food certification market. Adaptation primary issue must the specific advertising message and media strategy be changed from region to. Procedia social and behavioral sciences 150 2014 609 a 618 table 2. This definition of the term, from isoiec guide 2 2004 17, makes it clear that those responsible for a standard should take a proactive role in trying to engage with and address the views of all relevant in. Pdf standardization versus adaptation in global markets. Adaptation debate essay examples 2820 words 12 pages introduction.
Standardization versus adaptation of international marketing. To standardize or adapt when going or planning to go international is the most difficult and delicate decision to make for any company. The influence of adaptation and standardization of the. While practitioners are excited to jump on the online communication and commerce bandwagon, empirical research on the issue of online standardization vs.
The theory of standardization works on a strategic level, often not suited for the detail required on an operational and tactical level. Even though there is no connection between the two processes, as one happens independently of the other, they both became a crucial part of business when trade reached a global scale. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. Standardization versus adaptation of the marketing mix strategy in. With a headquarters in helsinki, finland and being a leader in the mobile technology industry, expanding markets are excellent targets for nokia.
The merits of each have been discussed, argued, and rehashed over and over again. Emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2. The main causes of standardization and adaptation in marketing mix activities is are shown in table 2. Standardization versus adaptation of global marketing strategies in. Product adaptations also called differentiation or localization or customization come in several forms. However, this paper explores how waste can transform into useful byproduct through implementing byproduct synergy, bps, capable of providing a continuous revenue stream while also improving a manufactures green credentials. Standardization versus adaptation in international. Get an answer for what are the advantages and disadvantages of standardizing the product offerings for a branded hospitality chain. When making yellow light adaptations, it is recommended to consult more detailed adaptation tools andor an expert in the ebp, such as the model developer if available before making the change. Adaptation the first view is the standardization standpoint as proposed by jain, 1989. When planning to enter a foreign markets, you need to consider whether or not your current products will meet the needs of the foreign target market. Standardizing or adapting the marketing mix across culture a case study. One of the key focus areas has been the interest in the degree of standardization versus adaptation of various international marketing mix elements. Regulatory barriers blocking standardization of interoperability.
Risk evaluation and mitigation strategies adaptation in an evolving system. Product standardization and adaptation in international. International standardization and adaptation of products. Comparison on the impact of standardization and adaptation on. Melanie brown abstract in the practice of international marketing, the debate between standardization and customization of advertising has been longrunning.
If you are having troubles with your research paper, i might have a solution for you. Similarly, jain 1989 states that standardization is at best difficult and, at worst, impractical p. Nikes adaptation to the cultures and desires of all the many nations. The relationship between standardizationadaptation and. We can follow the trend of product standardization from the tables see appendix. Dec 14, 20 if you are having troubles with your research paper, i might have a solution for you. Start studying product adaptation and standardization. The standardization organizations, including the institute of electrical and electronics engineers 11073.
Rapid globalization, companies keen to spread out internationally companies is faced by a very critical question of whether to standardize or to adapt its product or services. International standardization and adaptation of products combining the fit approach and the profit logic by thomas kotulla and stefan schmid executive summary the question of how far international firms should standardize or adapt their product strategies across countries has been one of the central research questions in the. Product standardization and adaptation in international marketing. Pdf the argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. In his book the lexus and the olive tree 1999, thomas friedman states understanding globalization is one of the most important issues that must be understood by policy makers and. This article will help you to differentiate between product standardization and product adaptation. Consumer nondurables cnd needs more adaptation than consumer durables cd because of the influence of local culture. Dec 05, 2017 when discussing the issue of standardization vs. Adaptation in mncs a qualitative study about how mncs can manage knowledge effectively in terms of standardization and adaptation. Standardisation in international marketing the countryoforigin effect. Greater conformance to product specificationshigh market share. After all, this market is likely to have a totally different environment that you will need to come to terms with.
According to these authors, supporters of standardization believe that there is a union of cultures with similar environmental and customer demand around the globe. Once a specific new market entry strategy is selected, the choice of extent of standardisation can be specified as one of the most important critical success factors in the new market. Introduction the debate of standardization versus adaptation has lasted for the last 52 years. Standardization and adaptation of international marketing mix. The user has requested enhancement of the downloaded file. Standardization and adaption should be evaluated as two ends of a spectrum. Pdfa is an isostandardized version of the portable document format pdf specialized for use in the archiving and longterm preservation of electronic documents. There are numerous factors to consider, along with pros and cons of both marketing plans. Product adaptation and standardization flashcards quizlet. Jecr cultural adaptation in cross border ecommerce.
The product standardization has been one of the major issues in this standardization versus adaptation debate. Feb 29, 2016 created using powtoon free sign up at create animated videos and animated presentations for free. Standardizing or adapting the marketing mix across culture. Adaption and adaptation are different forms of the same word, and they share all their meanings, which include 1 the act of changing to suit new conditions, and 2 a work of art recast in a new form or medium.
Global marketing is not a synonym for standardization in marketing. However, since the beginning of the 90s a third perspective has emerged, called the contingency perspective, which. Agatha thesis in marketing, 15 ects credits final seminar. A study of the factors initiating and influencing the process of strategic migration a case study of malacoleaf anne marte bergersen. One example that i personally like as a candy lover are wafers. Comparison on the impact of standardization and adaptation on international marketing. What is the company doing internationally in terms of the 4 ps. Standardization versus adaptation of international. Standardization allows for clear communication between industry and its suppliers, relatively low cost, and manufacture on the basis of interchangeable parts. Feb 19, 2014 many manufacturers see the disposal of its waste products as an unwelcome cost. Which marketing mix elements should be standardized or adapted and to what extend. What are the advantages and disadvantages of standardizing.
The main causes of standardization and adaptation in marketing mix activities adapted from nguyen, 2011 4. Workin progress paper olavi uusitalo tampere university of technology olavi. Difference between product adaptations and standardization. Created using powtoon free sign up at create animated videos and animated presentations for free. Advertising crosses borders and transcends nationality by. The role of foreign sales in the operations of companies has long attracted interest, and there is an increasing interest in the strategies used by companies in their foreign marketing. Pdfa differs from pdf by prohibiting features unsuitable for longterm archiving, such as font linking as. When planning to enter a foreign markets, you need to consider whether or not your current products will meet the needs of. For the longest time, advocates of standardization and adaptation argued for the benefits of the respective approaches. Jun 03, 2016 standardisation vs adaptation in international marketing. Vries 1999, b due to the business process focus be a theoretical way to link standardization to business value research e. Developing and implementing a set of personal health device interoperability standards is key to cultivating a healthy global industry ecosystem. Does the company generally follow a standardization or adaptation strategies in the marketing of their productsservices overseas.
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