Rationale behind standardisation practices relate to homogenisation of consumer wants and needs due to intensifying forces of globalisation Winer, Elements of both approaches should be incorporated in order for multinational companies to succeed.
Moreover, differences in languages between countries may have negative implications on standardisation, at the same time supporting the implementation of adaptation strategy.
When entering new market, decisions need to be taken by strategic level management about the extent of standardisation in relation to each individual component of the marketing mix. We often research concepts in order to give them a true and in depth meaning Standardisation vs Adaptation in International Marketing Posted on by Raj Krishnamurthy Introduction Modern businesses are granted with vast opportunities in terms of revenue maximisation through entering new markets.
Sometimes companies do it out of simple need to survive, but more often they just want to grow larger. Communication 7 3. Instead, they should embark on market research and determine their customers, their needs and wants. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald's on the global environment and how they adapt to local communities.
The method section describes the sample and the study variables, followed by the section on statistical analyses and results. Pros and Cons of Both Approaches Nevertheless, although the standardization approach is more common, its adoption is not unconditional, as proposed by Douglas and Wind Levitt argues that companies that are managed well have moved away from customizing items to offering globally standardized products that are advanced, functional, reliable and low priced.
In spite of their century-old traditions, they both are relevant and evolving. For example, Red Bull can in North American market is designed in red, silver and blue colours.