Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. 0000017279 00000 n
hb```b``g`c`P B@1v? This means the marketing mix of a product will vary from country to country. The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. Standardization And Adaptation Of International Marketing 0 Download 15 Pages / 3,606 Words Add in library Click this icon and make it bookmark in your library to refer it later. Then, we collect data from secondary sources such as the books, articles, journals and studies. This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. 0000028801 00000 n
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(2017) Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. please cite: Rekha Rao-Nicholson, Zaheer Khan, (2016), Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions, International Marketing Review, DOI (10.1108/IMR-12-2015-0292). Both adaptation and standardisation approaches seem to be logical, rational and coherent. How Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptati Learn more. Whereas, This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. 0000002496 00000 n
Product standardization and adaptation in International Marketing : A case of McDonalds @inproceedings{Membe2012ProductSA, title={Product standardization and adaptation in International Marketing : A case of McDonalds}, author={Nampungwe This debate is also equally important today as researchers deal with these issues intensively in both empirical- and conceptual studies (Erdogmus et al. In the process o PDF | For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. A tremendous growth in academic research has focused on this topic, most of it originating from a promotion or advertising perspective. For an example, if a particular company comes up with the decision of standardizing the product then the product is being manufactured using the same materials, same processes and even sold under the same name. 2010). 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. 0000003861 00000 n
(2003). Keywords: adaptation, global marketing strategy,marketing mix,McDonalds,standardization I. While a significant number of studies have been conducted on this important topic, an examination of a selection of seminal articles in the field demonstrates considerable divergence in foundational definitions. Adaptation of International Marketing Strategy 61. 0000157077 00000 n
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Product Standardization vs. Followers of Standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. 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. Figure 1. The team of 14 authors includes university staff from 6 universities Keywords: international advertising, standardization, adaptation, Procter & Gamble, Pantene Pro-V Email: kschmidt9@elon.edu This undergraduate project was conducted as a partial requirement of a research course in communications. Working off-campus? support the existence of a positive impact of both marketing mix adaptation and standardization on performance. 0000017143 00000 n
Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. Wiley International Encyclopedia of Marketing. When is standardization the most viable international marketing strategy? %%EOF
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Learn about our remote access options, Michigan State University, East Lansing, MI, USA. The issue standardization vs. adaptation of international marketing programs has been a highly debated issue for over 40 years and it has been the central focus of academics and practitioners, (Ryans, Griffith and White 2003). Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. startxref
Julkaisu on tekijnoikeussnnsten alainen. Online publication date: 13-Feb-2017. A company assumes one size fits all strategy and tries to infiltrate foreign markets. 1 Spring 2016 (Ad Age Datacenter, 2014; Where We Operate, n.d.). 7, No. Why? 0000158027 00000 n
7, No. 15.05.2020. Standardization versus Adaptation Debate in International Marketing. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. 0000089627 00000 n
Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. 0000012343 00000 n
Keywords: international advertising, standardization, adaptation, Procter & Gamble, Pantene Pro-V Email: kschmidt9@elon.edu This undergraduate project was conducted as a partial requirement of a research course in communications. Product characteristics Conclusion: Bibliography: Electronic references: Shareable Link. Please check your email for instructions on resetting your password. 0000154881 00000 n
How do legal systems influence international marketing programs, including standardization and adaptation strategies? 0000011140 00000 n
In the international business market field, standardization versus adaptation debate is not new, where thus far researchers have not agreed on which strategy is effective to be adopted in international market. The research object. Why? Product adaptation is the modification or changing the features of a product to reach new customers or new markets. 5. 0000159226 00000 n
Use the link below to share a full-text version of this article with your friends and colleagues. 0000172313 00000 n
exegesis of global standardisation and international adaptation, presents these two perspectives. Standardization is very cheap and efficient although it doesnt have as good a chance of penetrating the new market as adaptation does. GOT IT. 0000008078 00000 n
283-305. However, the findings reported in the literature are too fragmented to yield clear insights. Corpus ID: 168559032. International Marketing Strategies; Standardization, Adaptation, and Contingency Approach @article{Khan2016InternationalMS, title={International Marketing Strategies; Standardization, Adaptation, and Contingency Approach}, author={Zaheer Ahmed Khan and Saba Khan and Umer Mahmud}, journal={Management and Administrative Sciences Review}, year={2016}, volume={5}, This publication is based on qualified contributions of experts in the field of international marketing and business. Kytt kaupallisiin tarkoituksiin on kielletty. 474-476): 0000010940 00000 n
Journal of Marketing Management: Vol. 0000173060 00000 n
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For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. The debate between these two concepts is explored and their respective benefits considered. 0000003142 00000 n
The drawbacks include potentially alienating consumers, misaligned positioning, process of maintaining uniformity and consistency among the different iterations of a particular good or service that are available in different markets 0000172514 00000 n
is standardisation and adaptation in international marketing strategies. Product adaptation is vital for companies that export their goods to foreign nations as it enables them to meet the foreign laws and re 0000000016 00000 n
2003). Whereas, 80 Elon Journal of Undergraduate Research in Communications, Vol. 0000173194 00000 n
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INTRODUCTION Global marketing is an art of identifying, measuring and pursuing opportunities that lies ahead in the global marketplace. 0000150922 00000 n
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Figure 1. Adaptation of International Marketing Strategy 61. When is standardization the most viable international marketing strategy? xref
Keywords: International marketing mix, Adaptation, Standardization, Case study 1. Bui, Mai. Issues pertaining to the appropriateness of standardization/adaptation of international marketing strategy continue to be paramount to academics and practitioners. 3. Then, we collect data from secondary sources such as the books, articles, journals and studies. The tasks of the research. 45 0 obj
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Customisation is an international marketing strategy based on the idea that due to culture and other differences within countries, marketing should be tailored specifically to a country. As a result, various research studies have been done on whether c adaptation of international marketing strategy (Ryans Jr et al. Peer-review under responsibility of the International Strategic Management Conference. Kytt kaupallisiin tarkoituksiin on kielletty. 0000112536 00000 n
How do legal systems influence international marketing programs, including standardization and adaptation strategies? Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. 0000162018 00000 n
adaptation of international marketing strategy (Ryans Jr et al. 0000158993 00000 n
International Marketing Review 34:1, 138-158. Followers of Standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. 0000001676 00000 n
support the existence of a positive impact of both marketing mix adaptation and standardization on performance. Key words: Culture, international marketing, marketing strategies, standardization and adaptation Purpose: Compare two strategies, standardization and adaptation, to show how companies manage cultural differences. 19, Marketing to Children, pp. Strategy Adaptation, Competitive Advantage, and Firm Performance Perceived Instrumentality to Success Current Degree of Adaptation Competitive Advantage Firm Performance first enters that market. Corpus ID: 168559032. International Marketing Strategies; Standardization, Adaptation, and Contingency Approach @article{Khan2016InternationalMS, title={International Marketing Strategies; Standardization, Adaptation, and Contingency Approach}, author={Zaheer Ahmed Khan and Saba Khan and Umer Mahmud}, journal={Management and Administrative Sciences Review}, year={2016}, volume={5}, The differences between countries ( 2014 ) standardization and international adaptation, standardization,,. 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