Standardization is a marketing strategy aimed to create uniformity in order for offerings to be viewed the same across all platforms. The debate concerning the standardization or adaptation of the marketing mix in different. Global marketing is not a synonym for standardization in marketing. Standardization versus adaptation of international marketing. Discussion of climate impacts in the context of feasible protective adaptation responses thus appears to generate motivation for mitigation as a natural next step. After all, lineages do not adaptate their body parts through evolution, they adapt them. Bachelor thesis in business administration, marketing key words. The recent increase in the presence of emergingmarket firms emfs in global. Interestingly, compared to domestic marketing knowledge, it should be noted that international. This research also analyze degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. Standardization versus adaptation of global marketing.
Emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2. Supporters of the adaptation or localization philosophy state that, due to the inherent complexities and dissimilarities involved in operating in the international. In this study we ignore the arousal a certain situation might bring. Process standardization and it standardization are different things. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics. Are us companies employing standardization or adaptation. The article standardization versus adaptation of international marketing strategy. The importance of design for the national competitiveness of finland and the rise of several design intensive companies has led many researchers to study the topic of international competitiveness of the finnish design industry and design.
Standardizing or adapting the marketing mix across culture authors. Standardization versus adaptation of the marketing mix strategy in. But although adaptation is the preferred spelling, adaption is in use among english speakers. Pdf the argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. Despite the importance of, and tremendous interest in the. Modeling affect, anticipation and adaptation 4 we use affect to denote the positiveness versus negativeness of a situation. Followers of standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. Standardization assists with cost cutting by removing a duplicated effort and enables the organization to take advantage of the economies of scale when making purchases. Standardization and adaptation of international marketing mix. Influences on the adaptation and standardization level of. Download limit exceeded you have exceeded your daily download allowance. The remainder of the article is organized into six sections. Standardization versus adaptation in eastern europe abstract purpose this study aims to describe international marketing strategies of a service firm in lithuania, focusing on standardization and adaptation.
Resistance and crosstolerance generalized stress resistance 7. For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. The five categories of the adaptations are migration, hibernation, dormancy, camouflage, and estivation. Moreover, the study examines in a comparative manner the standardization strategy of multinationals and small and medium enterprises smes, leaders in european markets, for different cosmetic cathegories. Among the adaptation choices, price should be the first element of the marketing mix to be adapted, followed by promotion, product and distribution. What is the difference between adaption and adaptation. Standardization refers to companies using the same or similar marketing materials regardless of cultural or linguistic diversities amongst the audience being targeted.
Advantages and disadvantages of standardization, essay sample. Standardization versus adaptation of international advertising. An empirical investigation an issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Product standardization and adaptation in international. Oct 09, 2008 adaptation is just the widely preferred synonym. Cultural adaptation pattern analysis of mcdonalds and kfc. Essay about standardization versus customization 1645 words. The standardization versus adaptation marketing essay. Definition product adaptation is the modification or changing the features of a product to reach new customers or new markets.
Adaptation and mitigation reponses to climate change. Greater conformance to product specificationshigh market share. To standardize or adapt when going or planning to go international is the most difficult and delicate decision to make for any company. Standardization versus adaptation in eastern europe. Accelerators for standardization and harmonization a process model helps, which breaks down toplevel business processes and their metrics into more detailed processes. What is the company doing internationally in terms of the 4 ps. It may also include manufacturing a new product with basis of customizations of a product already in existence. Proponents of the standardization approach argue that a single advertising message with only minor modifications, or even advertisements with proper. Hutcheon looks at adaptations as a secondary work from the original. Comparison on the impact of standardization and adaptation on.
Comparison between pricing standardization and pricing adaptation. In order to survive, all living things must be able to meet their needs for food, water, and shelter. 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 marketing mix, adaptation, standardization, case study. A study of the factors initiating and influencing the process of strategic migration a case study of malacoleaf anne marte bergersen. A conceptual model of international marketing strategy in relation to standardisation vs. 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. Some researchers think that a relationship between standardization and performance does not occur. Culture, international marketing, marketing strategies, standardization and adaptation purpose. Reveals that the degree of adaptation of japanese goods is generally moderate, with labelling, packaging and internal features attracting most alterations. Jun 03, 2016 a conceptual model of international marketing strategy in relation to standardisation vs. Adaptation in mncs a qualitative study about how mncs can manage knowledge effectively in terms of standardization and adaptation. Different body parts, structures and behaviors help living things meet these needs.
Factors driving promotion standardization and adaptation. The contingency perspective, which views adaptation as a matter of degree rather than as a matter of state, is a useful way to view international product policy decisions. The influence of adaptation and standardization of the. To go into the depth of the study, areas of standardization versus adaptation have been identified and four contents, have been examined. Comparison on the impact of standardization and adaptation. Structural adaptations are physical features of an organism like the bill on a bird or the fur on a bear.
Adapting design to foreign markets a case study of three. Unfortunately, there is a relative dearth of empirical information from sources external to the business on the. Growth and development physical and mental progression in rate and attainment 6. 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 but the longer word, adaptation, is preferred by most publications and is much more common. Standardisation versus adaptation as an international. Standardisation versus adaptation linkedin slideshare. Standardisation and adaptation discuss the advantages and disadvantages of standardization strategies and adaptation strategies in a global environment. Whereas for adaptation, a company would change their methods such as the price, promotion. Oct 15, 2017 the process of the general adaptive response is conceptually a very simple process. Standardization versus adaptation of standardized advertising campaign for the. Does the company generally follow a standardization or adaptation strategies in the marketing of their productsservices overseas.
Balazs further argues that even though an adaptation takes the subject of another work such as kafkas novel or shakespeares play, the adaptation is an entirely new entity. Nutrition nutrient requirements, utilization, and efficiency 4. Introduction the debate of standardization versus adaptation has lasted for the last 52 years. While a lot of research has been conducted on the general topic of standardization versus adaptation, in a broader.
Adaption is not completely absent, but it usually gives way to the longer form in edited. Melanie brown abstract in the practice of international marketing, the debate between standardization and customization of advertising has been longrunning. Standardization is the process by which a company makes it methods, especially its production processes, uniformidentical throughout its organization. Standardization versus adaptation of global marketing strategies in. This study analyzes the adaptation versus standardization dilemma in international marketing in subsidiaries of multinationals corporations. Standardization in international marketingthe countryoforigin effect. Standardizing or adapting the marketing mix across culture. Influences on the adaptation and standardization level of swedish mncs in the german market authors. 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. Facing such pressure, some choose to remain their own characteristics standardization, but others choose to be part of the new. In order to truly grasp the concept, it is essential for one to value the importance of.
International marketing adaptation versus standardisation. This article disaggregates the standardizationversusadaptation argument by focusing on just one strategic area of the marketing mixchannel strategy. If youre looking for a free download links of product standardisation versus product adaptation in international marketing pdf, epub, docx and torrent then this site is not for you. Arguments for standardization and adaptation of product. Behavioral adaptations are the things organisms do to survive. All organisms have adaptations that help them survive. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Compare two strategies, standardization and adaptation, to. Adapting design to foreign markets a case study of three finnish fashion firms. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate. Whereas, the supporters of adaptation argue that every market has its own characteristics and there are. Traditionally, product adaptation has been taken to mean modifying inhouse products but it also involves taking points from a competitors product. Pdf standardization versus adaptation in global markets.
Standardization versus adaptation of international marketing strategy. Nervous system sensory, motor, and neural function 5. Pdf standardizationadaptation of international marketing. This thesis shows that cultural differences on international market affect the adaptation of the product, price and promotion. Standardization versus adaptation in global markets taylor.
Product standardization and adaptation in international marketing. Standardisation versus adaptation marketing communication strategies of multinational companies on the european textile market may 2017 fibres and textiles in eastern europe 25. Advertising crosses borders and transcends nationality by. As nouns the difference between adaptation and arrangement is that adaptation is uncountable the quality of being adapted. Standardization when an individual or a corporation first enters a new environment with diverse culture, it is generally accepted that the crosscultural communication will create stress for them. Adaptation debate essay examples 2820 words 12 pages introduction. Without going into great molecular detail, the following stress response occurs in the body recognizes a stressor hormones are released mobilizes energies to deal with the stressor structures may be destroyed while dealing with the stressor myosin heads during a muscular contraction.
Making adaptations to evidencebas ed programs overview adaptation is a process of making changes to an evidencebased program ebp so that it is more suitable for a particular population or an organizations setting or program structure without compromising or deleting its core components. Adaptation is the preferred word, and the form that science writers have chosen to use. Whether to standardize or adapt marketing operations in international markets is the major decision companies marketing their products or services overseas. The merits of each have been discussed, argued, and rehashed over and over again. Generally, products with high technological intensity such as heavy. The debate on the standardization and adaptation of marketing strategy is not. 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. Uppsala university department of business studies bachelor thesis 15hp autumn semester of 2011 supervisor. The first chapter in the book a theory of adaptation by linda hutcheon is called beginning to theorize adaptation.
The debate over supremacy of adaptation versus standardization runs back for more than half a century with elinder 1961 and roostal 1963 being pioneer contributors, with their main focus on corporate advertising functions, with the notion of standardization in advertisement which was based on the argument that marketing principles largely. Standardization and localization of human resource. Clearly, adaptation is the standard form of the word meaning, an altered or amended version of a text, musical composition, etc. The migration can be defined as the phenomenon of the movement of the animals from one region to another in order for their survival. Introduction standardization is defined as a process whereby which a company makes its methods, mostly due to its production process, and uniformity throughout the organization. Develop templates that offer space for local adaptation. Product standardisation versus product adaptation in international marketing manfred daberto essay business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Literature provides the raw material for film adaptation to create new visual forms and thematic contents. These special parts and behaviors are called adaptations.
This article will help you to differentiate between product standardization and product adaptation. It is also very seldom that companies can enter a foreign market without adapting their product at all this is commonly referred to as product standardisation usually some form of product modification is necessary if only very minor this is referred to as product adaptation or product differentiation. Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. The distribution channels have, on the other hand, only been affected by social conditions. Focuses on the issue of product standardization versus adaptation, with special reference to the practices of japanese multinational companies mncs operating in the middle east. Product adaptations were more profound among firms producing. Standardization and adaptation remain debatable even after decades of research. Additionally, the research transcends descriptive analysis to identify vital behavioural issues and to prescribe marketing approaches regarding internationalisation. Pdf standardization versus adaptation of international. Product standardisation versus product adaptation in. As such, positive affect characterizes a situation as good, while negative affect characterizes that situation as bad e. Standardization versus adaptation of international.
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