International Marketing Adaptation versus Standardisation of Multinational Companies Why is standardization adopted in International Marketing? Difference # Product standardization: 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. Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. Online publication date: 1-Sep-2014. Product standardization relies on using the same basic template across markets. Coca Cola for example, "The Journal of Marketing"; Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation; David M. Szymanski et al; 1993 Writer Bio Alan Valdez started his career reviewing video games for an obscure California retailer in 2003 and has been writing weekly articles on science and technology for Grupo Reforma since 2006. mance across Western markets. This paper examines the factors behind the standardization or adaptation of global marketing strategies adopted by EMFs for Adapting the Brand Message International markets will likely have differences in language and culture, which means companies should adapt their brand's message to resonate with the local consumers. The authors conceptualize that adaptation of a marketing-mix component is a purposeful process that is influenced by a firm's past adaptation strategy, and they investigate the importance of that marketing-mix component to the Global marketing mix strategy - is based on the assumption that on the international market there is so called global consumer with similar needs and preferences. There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets.There are numerous factors to consider, along with pros and cons of both marketing plans.While standardization is equated with brand consistency, lower advertising costs, and overall synergy, adaptation is often required to address cultural differences for … This means the marketing mix of a product will They are under enormous pressure to keep their stockholders happy. (2003). The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. Conceptually, standardization of one or more parts of the marketing program is a function of five factors identified in Figure 1. Jorma Larimo, Antonella Zucchella, Minnie Kontkanen, Birgit Hagen, Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets, Advances in Global Marketing, 10.1007/978-3-319-61385-7, (2018). Companies should apply the four basic marketing instruments (4P 5) in the same way world wide and ignore national specialties in individuals markets. It may also include manufacturing a new product with basis of customizations of a product already in existence. The report is consisting of four aspects which covered company profile, marketing mix, marketing plan, and implementation and control. (2014) Standardization and Adaptation of International Marketing Mix Activities: A Case Study. Definition Product adaptation is the modification or changing the features of a product to reach new customers or new markets. must be evaluated. This is an opposite approach to an adaptation strategy, under which multinational companies differentiate their product and … (Roger, 1995). MARKETING MIX ACROSS CULTURES: STANDARDIZATION OR ADAPTATION Case: Binh Quoi Tourist Village’s wedding services to French and Japanese markets LAHTI UNIVERSITY OF APPLIED SCIENCES Degree Program in This article will help you to differentiate between Product Standardization and Product Adaptation. The debate is about Standardisation Vs Adaptation … International marketing is defined as the process of management responsibility satisfying the customer requirements. But there are situations where this product standardization … markets requires a closer examination of their international marketing strategies (including branding). It is a necessity for certain kinds of technology and construction materials. International Marketing Mix The Ninja Corporation's business has increased dramatically each year. Individually and collectively these factors affect standardization differently in dif-ferent decision areas. Marketing mix standardization, to at least some degree, is often a component of such operating models. If people use your products differently or if your brand message doesn't work everywhere, you need to be flexible. The features of a product are kept identical as far as possible, which might be difficult if the product is marketed internationally but is easy to achieve locally. Using this approach, on foreign markets companies apply identical marketing instruments and their combinations, there is no different instruments adapted for social and cultural environment in those countries, Standardization and Adaptation of International Marketing Mix Activities: A Case Study Ali Ekber Akgüna, Halit Keskinb, Hayat Ayarc, c a,b,c Gebze Institute of Technology, Kocael i, …