Product standardization and adaptation in international. To address this issue, the authors conduct a metaanalysis to quantitatively synthesize and analyze the empirical findings on antecedents and consequences. The relationship between standardizationadaptation and. Marketing strategies in a country bycountry basis are tailored with the peculiarities of the local market.
If you are having troubles with your research paper, i might have a solution for you. Risk evaluation and mitigation strategies adaptation in an evolving system. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. A glorious adaptation the 1982 film blade runner, directed by ridley scott, is a fantastic motion picture adaptation of philip dicks scifi novel do androids dream of electric sheep, which is a great example of how change may be necessary. Jun 03, 2016 a conceptual model of international marketing strategy in relation to standardisation vs. Whereas, the supporters of adaptation argue that every market has its own characteristics and there are. Standardization versus adaptation of international marketing. Adaptation ecommerce, as any other business, must consider new strategic approaches enabling efficient use of company resources in the new environment to stay competitive in foreign markets. Standardization and adaptation remain debatable even after decades of research.
From a wide range of requirement it is first necessary to sort. The idea behind standardization is that all the outlets involved. The report, risk evaluation and mitigation strategies adaptation in an evolving system, has been written to provide insights, analysis, and support to the pharmaceutical. A conceptual model of international marketing strategy in relation to standardisation vs. Standardization is the process of developing technical standards, which apply in the same manner to all manufacturers and consumers. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics. The influence of adaptation and standardization of the. According to these authors, supporters of standardization believe that there is a union of cultures with similar environmental and customer demand around the globe. An example is mcdonalds vegetarian burgers in india. Standardization, thus, reduces the risk of failure. The remainder of the article is organized into six sections.
Marketing standardization within global industries. We can follow the trend of product standardization from the tables see appendix. Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. For example, the safety of a certain brand of lighters can be a debatable issue, as what is unsafe for a consumer may be completely practical for another. Emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2. Uppsala university department of business studies bachelor thesis 15hp autumn semester of 2011 supervisor. Chung further suggested that the extent to which the firms should standardize their marketing functions should be assessed. Product adaptation in international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. Hbr has previously explored the impact of competition, product and demand on the pricing strategies of businesses. These errors are primarily explained by a lack of understanding of how standardization and adaptation play in international markets. This article will help you to differentiate between product standardization and product adaptation.
Founded in 1999 through a merger between malaco and leaf, malacoleaf is. Does the company generally follow a standardization or adaptation strategies in the marketing of their productsservices overseas. Standardization in international marketing the countryoforigin effect 9552 words 39 pages. The three process are usually linked together and develop as a logical sequence. Learn vocabulary, terms, and more with flashcards, games, and other study tools. International marketing standardization springerlink.
Standardisation vs adaptation in international marketing. Generally, products with high technological intensity such as heavy. Standardization in business refers to the maintenance of some level of consistency in the product or service between outlets. Standardizing or adapting the marketing mix across culture. Dec 05, 2017 it is an idea, an extreme that helps to illustrate the dichotomy of the theoretical concepts of standardization vs. One great example of adaptation is the barbie doll in japan.
A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. A case of mcdonalds ii acknowledgements writing this thesis during the past ten weeks of spring 2012 has been a process of continuous learning and hard work. Standardization means creating uniform business processes across various divisions or locations. What are the advantages and disadvantages of standardizing. The standardization versus adaptation marketing essay. Before we begin runway safety is really two very different issues excursion incursion the only thing in common is the word runway.
Risk reduction as a managerial motive for conglomerate mergers, the bell. The product element seems to have been the most standardised and distribution the most adapted element. Standardization versus adaptation of the marketing mix. Satisfying global customers implies adaptation of both the products as well as the marketing activities to fit different customer needs, and an important issue that needs to be considered when doing international marketing is. The product standardization has been one of the major issues in this standardization versus adaptation debate.
Adaptation ecommerce, as any other business, must consider new strategic approaches enabling efficient use of company resources in. Normalization what can we do to overcome the mismatch between training and recognition. As mentioned, one can only change the packing size of the product, which counts as adaption, but still leaves the core product as e. 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. This includes factors relating to the customers, product and market. In standardization, firms standardize all their marketing mix components. 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. Standardisation in international marketing the countryoforigin effect article pdf available january 2007 with 8,961 reads how we measure reads. Culture, international marketing, marketing strategies, standardization and adaptation purpose. As mentioned above going global means facing other cultures and standardization and adaptation are.
Largely, mnes have to adapt prices to account for local conditions. Difference between product adaptations and standardization. Adaptation in mncs a qualitative study about how mncs can manage knowledge effectively in terms of standardization and adaptation. The remainder of the paper is organized as follows. The expected results are processes that consistently meet their cost and performance objectives using a welldefined practice.
Standardizing or adapting the marketing mix across culture authors. This research paper examines the issues of standardization global strategy and adaptation customization in global marketing strategy and suggests methods that can guide multinational companies compete. Introduction the debate of standardization versus adaptation has lasted for the last 52 years. Standardization pilots are by nature creatures of standardization plan the flight and fly the plan standardization is achieved by system design and repetitive training exceptions to standardization can and will induce human error.
Standardization versus adaptation in international marketing. They both represent a way of selling products overseas. Standardization versus adaptation of global marketing. Start studying product adaptation and standardization. They argue that trade barriers are getting lower and that. Standardizing or adapting the marketing mix across. The 3s refer to standardization, simplification and specialization three related which are at the roof of any economic analysis of product design. In reality, there is always one element of even the most global product from the branded soft drink to a commercial aircraft that is adapted to fit the local environment better.
Export management product adaptations also called differentiation or localization or customization come in several forms. Hannah malik 3581792 namrata suresh 3536889 yomna khalid 4826127 zara fazili 4704642 reference. To address this issue, the authors conduct a metaanalysis to quantitatively synthesize and analyze the empirical findings on antecedents and. A crosscultural dilemma of standardization or adaptation a study of swedish b2b firms marketing activities in india. Article information, pdf download for standardization versus adaptation of. The goal of this study is to analyze the limits of standardisation in.
Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. Culture, international marketing, marketing strategies, standardization and adaptation. Created using powtoon free sign up at create animated videos and animated presentations for free. Scandinavia centralized management of international operations when. Standardization versus adaptation of global marketing strategies in. Product adaptation versus standardization cleverism. Feb 19, 2014 these errors are primarily explained by a lack of understanding of how standardization and adaptation play in international markets.
Standardisation versus adaptation linkedin slideshare. Consumer nondurables cnd needs more adaptation than consumer durables cd because of the influence of local culture. Integration of standardisation and adaptation marketing mix strategy. Comparison on the impact of standardization and adaptation on. The basis of standardization in marketing as argued by chung, 2007, is the comparison of a firms domestic and international marketing operations.
Product standardization and adaptation in international marketing. Standardization and adaptation of international marketing mix. Factors favoring products standardization versus adaptation standardization high cost of localization primarily industrial products convergence and similar tastes in diverse country markets predominant use in urban environments marketing to predominantly similar countries e. Feb 29, 2016 created using powtoon free sign up at create animated videos and animated presentations for free. Standardization versus adaptation of global marketing strategies in emerging market crossborder acquisitions rekha raonicholson bristol business school university of the west of england bristol, uk rekha. Standardization and adaptation of the international marketing mix. A study of the factors initiating and influencing the process of strategic migration a case study of malacoleaf anne marte bergersen. Compare two strategies, standardization and adaptation, to. Some researchers think that a relationship between standardization and performance does not occur.
The decision to only standardize or totally adapt to certain needs is not only black or white, the options merge. Adaptationstandardization of smes marketing mix elements. During the past 40 years, there have been numerous studies focussing on the general question of whether to standardize or adapt in international marketing strategy ryans, griffith, and white 2003. Bachelor thesis in business administration, marketing key words. What is the company doing internationally in terms of the 4 ps. Standardization and adaptation of international marketing. Adaptation the first view is the standardization standpoint as proposed by jain, 1989.
One of the key focus areas has been the interest in the degree of standardization versus adaptation of various international marketing mix elements. My newest course research methods can be found under following link for a discounted price 14. Pocket calculators, credit card facilities, and lubricating oils need few international adaptations, whereas toilet soap and candy require rather more adjustment. Dec 14, 20 if you are having troubles with your research paper, i might have a solution for you. The research results about the degree of standardisation or adaptation used have been mixed. By this, product adaptations are considered as necessary strategy in order to cater to. Comparison on the impact of standardization and adaptation. Degree of standardization and adaptation of three levels of the product or service.
Greater conformance to product specificationshigh market share. You cant mention adaptation without mentioning standardization. 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. Standardization versus adaptation of international. With a headquarters in helsinki, finland and being a leader in the mobile technology industry, expanding markets are excellent targets for nokia. Followers of standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. Pdf comparison on the impact of standardization and adaptation. Product adaptation and standardization flashcards quizlet. A crosscultural dilemma of standardization or adaptation. Global marketing is not a synonym for standardization in 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 fda is moving to address some of these criticisms by trying to establish greater standardization across the system.
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