Standardisation or Adaptation for Businesses

2350 Words10 Pages
Introduction: In internationalization, the most challenging decision faced by the companies is to choose between standardisation and adaptation. In 21st century most of the organization is going global. Standardization and adaptation is one reason of concern for the organization to choose. It has been one of the most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international business. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures and environment all around the globe. Every area is different form one another so it is difficult for the organizations to understand which strategy is effective and good – standardization or adaptation. Many multinational companies aiming to expand their market have to decide either they should keep the standard products and services across the globe or either they should adapt to the local culture of the country. Success and failure of the organizations in international market depends on the strategy they adopt. Consider the different views and arguments for each standardization and adaptation. Discussion: The preference of consumer in modern world is changing vastly. The supporters of standardization approach in international marketing views the trend as a facilitation of technology uniformity and there is greater level of similarity of consumer preference in taste and needs. Advancement of technology also plays a vital role in international marketing. Co... ... middle of paper ... ... standardized tactics and adapting others to different market is necessary. Such authors believe that both the standardization and adaptation are nothing but a matter of degree to use in international marketing strategy. There are many organizations that have prefect mix in their international marketing strategy and they are very successful one of them is McDonalds. McDonald strategy is the best example of such arguments where the company has globalized it brand but localized its marketing strategies. Considering the success of McDonald I would strongly recommend that a right balance of standardization and adaptation is need to ensure good growth and success in international marketing. Hence it can be concluded that if a company wants to be successful at global level, then it should include elements of both standardized and adaptation approach in its marketing mix.
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