Friday, November 13, 2009

Standardization vs Adaptation

The issue of standardization and adaptation has been a highly debatable and researchable issue in global marketing strategy. Although there are number of factors impact whether an organization should or should not follow a concept of standardization or adaptation in global market strategies, the homogeneity of consumers’ needs and wants across global markets is particularly important. In other words, to be successful in building and sustaining competitive advantage in the global marketplace, the assessment of the rule, either standardization or adaptation, should be done before implementation.

I thought, globalization is transforming the way some products are marketed internationally, but not all. Some companies implement a global strategy that uses similar promotional messages and themes to market the same product around the world (“Standardization”).

However, others find that their products require physical changes so that they suit the taste of consumers in markets abroad (“Adaptation”). Yet, other products need different marketing campaigns to reflect the unique circumstances of local markets. But, how do global managers decide whether standardization or adaptation when implementing their global marketing strategies? In this section, I briefly analyze the impact of globalization on the standardization versus adaptation decision.

In a well-known article, an American researcher [1] argued that the world is becoming standardized and homogeneous, companies should market the same products in the same way in all countries. Technology, he claimed, has been causing people’s needs and preferences to converge throughout the world. Moreover, he urged companies to reduce production and marketing cost by standardizing both physical features of their products and their strategies for marketing them.

Some marketing researchers have encountered that standardization is just one of a number of global marketing strategies. However, I'd argue that standardization is not always the best strategy, particularly in FMCG industries (e.g. personal care), and advise those companies to implement adaptation strategy to adapt local cultures (e.g. Asian cultures or American cultures) while exploiting their unique international images to gain local market share.

I thought the following considerations, at least, ought to be attended:-

1. Influence of National Business Environment
2. Cultural and Social Factors
3. Language Barriers
4. Religion and Beliefs
5. Laws and Regulations

Despite the academic debate over globalization and the extent to which companies should standardize their marketing activities, I observed that many companies continue to adapt to local conditions. However, adaptation strategy may take the form of only slightly modifying promotional campaigns and at other times it can require the creation of an entirely new product.

The causes of alterations in promotional aspects of marketing strategy can be cultural such as language barriers. They can also be rules and regulations such as requirement to have hotel guest bedrooms indicated direction to Mecca. Other companies are able to reap the rewards of standardization and centralized production in order to ensure the consistent image that can result the ability to sell one product worldwide.

The components of each product should be standardized enough in order to take advantage of economies of scale through decreasing average costs. On the other hand, it remains imperative to provide all the different consumer groups with products that seem to be unique for each of them.

The way our home-grown restaurant chain like Secret Recipe Group acts in the global market seems to combine standardization strategy in order to be cost effectiveness, and at the same time, to emphasize adaptation formulation in a manner that to satisfy consumer tastes. Hence, the global marketing strategies should provide an overall strategy for the company on a global scale, but which also allow the company to make any changes (e.g. to the marketing mix), in order to adapt to local conditions in foreign markets thus realizing this terminology - “Think globally and act locally”.

[1] Lewitt, Theodore, 1983. “The Globalization of Markets”, Harvard Business Review, 61. (May-June).

10 comments:

Anonymous said...

A huge dick in my pussy,a new warm wet tounge up my own
arse and cum as well as pussy juice all over me.
Fuck, ozzy

Have a look at my site: hcg injections

Anonymous said...

Нeyа i'm for the primary time here. I came across this board and I find It truly helpful & it helped me out a lot. I am hoping to provide one thing again and help others such as you aided me.

Also visit my weblog: hcg shots for weight loss

Anonymous said...

Hello Dear, are you really visiting this web site on a regular basis,
if so then you will absolutely get fastidious know-how.



My homepage ... calories burned walking

Anonymous said...

Very nice article, just what I was looking for.

Also visit my webpage :: calories burned walking

Anonymous said...

Howdy! This is kind of off topic but I need some guidance from an established blog.
Is it very hard to set up your own blog? I'm not very techincal but I can figure things out pretty fast. I'm thinking about making my own but I'm not sure where to begin. Do you have any points or suggestions? With thanks

Feel free to visit my web site hip waist ratio

oakleyses said...

hollister, nike trainers, sac louis vuitton, sac burberry, barbour, sac louis vuitton, sac hermes, nike air max, converse pas cher, nike tn, ray ban pas cher, polo lacoste, hogan outlet, nike roshe, abercrombie and fitch, longchamp, ray ban sunglasses, mulberry, sac guess, vanessa bruno, nike huarache, michael kors pas cher, air force, polo ralph lauren, air max, nike free, nike roshe run, michael kors, hollister, nike blazer, nike free pas cher, nike roshe run, timberland, lululemon, longchamp, louis vuitton, michael kors, hollister, ralph lauren, vans shoes, vans pas cher, louboutin, abercrombie and fitch, sac longchamp, new balance pas cher, mac cosmetics, north face, louis vuitton uk, oakley pas cher, north face

oakleyses said...

kate spade outlet, ray ban sunglasses, michael kors outlet, kate spade handbags, ray ban sunglasses, louboutin shoes, oakley sunglasses, louis vuitton outlet stores, jordan shoes, coach factory outlet, longchamp handbags, polo ralph lauren outlet, louis vuitton outlet, tiffany and co, prada outlet, oakley sunglasses, coach outlet store online, true religion jeans, air max, louis vuitton handbags, chanel handbags, coach outlet, burberry outlet, oakley sunglasses cheap, air max, michael kors outlet, nike free, michael kors outlet, tory burch outlet, louboutin, michael kors outlet, louis vuitton, christian louboutin shoes, louboutin outlet, true religion outlet, coach purses, longchamp handbags, gucci outlet, michael kors outlet, burberry outlet, nike shoes, true religion jeans, prada handbags, michael kors outlet, louis vuitton outlet, longchamp outlet, polo ralph lauren outlet

chenlina said...

chenlina20160319
p90x
coach factory outlet online
gucci outlet
ray ban outlet
oakley sunglasses wholesale
louis vuitton handbags
timberlands
nike huarache shoes
louis vuitton handbags
louis vuitton handbags
oakley vault
jordan retro 11
michael kors bags
air force 1
ray ban sunglasses uk
louis vuitton purses
ralph lauren
nike blazers shoes
kobe 10
air max 90
ralph lauren
michael kors outlet
ugg boots
coach outlet
ray ban sunglasses outlet
ugg boots outlet
coach factory outlet
coach factorty outlet
coach outlet online
cheap oakley sunglasses
louis vuitton purses
adidas superstars
moncler jacket
air jordan shoes
abercrombie and fitch
fitflops
tory burch outlet online
michael kors outlet
nike blazers uk
nike sb dunks
as

Unknown said...

ZHUO20160815
versace sunglasses
uggs outlet
nike roshe run women
ugg boots
air jordan shoes
kevin durant shoes
reebok classic
burberry sale
ugg outlet
canada goose
timberland boots
true religion jeans
cheap uggs
louis vuitton outlet
timberland boots
ugg boots
cheap nike shoes
sac longchamp pliage
timberlands
discount nike shoes
longchamp bags
pandora jewelry
burberry handbags
cheap ray ban sunglasses
oakley sunglasses
micahel kors
abercrombie and fitch outlet
michael kors outlet store
hollister co
air max 90
ugg boots
ralph lauren outlet
longchamp handbags
as

琐事 said...

nike huarache trainers
ed hardy outlet
pandora charms
michael kors handbags sale
tiffany and co outlet
lebron shoes
longchamp le pliage
skechers outlet
lebron james shoes
abercrombie and fitch

Related Posts Plugin for WordPress, Blogger...