The standardisation vs adaptation debate
Transcript of global marketing strategy: adaptation vs standardization when nike learned that this stylized “air” logo resembled “allah” in arabic script, it apologized and pulled the shoes from distribution. Adaption vs adaptation a daption 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. Standardisation versus adaptation 1 emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2 relationship between productquality, profitability and market share.
In the standardization vs localization debate, the concept of standardization is mostly understood as standardization of mncs’ management practices around those which are employed by headquarters and which therefore frequently reflect the specific patterns of the headquarters’ home. The psychological meaning of products: a simplification of standardization vs adaptation debate columbia journal of world business , 21: 97 – 104 [google scholar] levitt, 1983 levitt, t 1983. Standardization versus adaptation 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.
Standardizing or adapting the marketing mix across culture a case study: agatha thesis in marketing, 15 ects credits 22 standardization vs adaptation of the marketing mix of debate (hollenson, 2001) so, globalization may be defined in several ways, and from. The aim of this paper was to determine that which international marketing strategy (standardization product adaptation or modification strategy will v/s adaptation) is appropriate for the firms which leads to increase in the sales volume of the firm in operate internationally. - standardisation vs adaptation the standardisation versus adaptation debate is an old one in international marketing, as the discussion timidly started more than eight decades ago, in the 1920's, was generalized in the 1960's and continues until today (vrontis, thrassou & lamprianou, 2009.
The question of standardization or adaptation affects all avenues of a business’ operations, such as r&d, finance, production, organizational structure, procurement, and the marketing mix whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures. Considering the fact that both adaptation and standardization have their own benefits, the long debate of whether multinational corporations should either standardize their products or adapt them to different cultures continues to be a focus of researches. Standardization vs adaptation meanthat loading unsubscribe from meanthat oreos in china (example of product adaptation strategy in global marketing) - duration: 4:10.
The standardisation vs adaptation debate
Standardization and localization are two of the most important processes of global business even though there is no connection between the two processes, as one happens independently of the other, they both became a crucial part of business when trade reached a global scale. However, international product decision-making often centres around the standardization versus adaptation debate essentially, do we market the same, standard product in an international market or segment, or do we localize it, and adapted it so that it pleases local tastes. The crucial compromise between standardisation and adaptation of their programme (kotler, ph and bliemel, f, 2006 subashi, 2001) issues and debate in psychology arise from these different approaches as follows: y y y y y y freewill vs determinism reductionism vs.
Published: wed, 03 may 2017 in the international marketing field, the debate of standardisation as against adaptation has been significantly researched in the past and is still a highly debatable issue. (standardization versus adaptation) in the century, when almost every company wants to operate globally and many of them have already been doing it, firms face the choice of marketing strategy that provides a success to their product/service in different markets. 21 adaptation vs standardization when an individual or a corporation first enters a new environment with diverse culture, it is generally accepted that the cross-cultural communication will create stress for them.
Standardization debate fall apart - particularly when taking into account the distinct heterogeneities between consumers, administrators and nations - and adaptation. Scholars regarding to adaptation vs standardization debate is promotion strategy according to lages and montgomery (2004 , p 1190 ), “the adaptation of promotion strategy is defi ned as. Compromise between standardisation vs adaptation argument can be achieved in a way that standardisation can be applied in order to develop global marketing strategies in general, at the same time when applying adaptation to address unique aspects of local markets.