standardization and adaptation in international marketing pdf

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<]/Prev 420060>> 0000017279 00000 n Product standardization and adaptation in International Marketing A case of McDonalds 0000158278 00000 n Keywords: adaptation, global marketing strategy,marketing mix,McDonald’s,standardization I. adaptation of international marketing strategy (Ryans Jr et al. 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. 0000008615 00000 n support the existence of a positive impact of both marketing mix adaptation and standardization on performance. 0000005635 00000 n 0000003346 00000 n How can adaptation help a marketing team succeed in reaching target markets in a host country? Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. 0000005129 00000 n Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. 80 — Elon Journal of Undergraduate Research in Communications, Vol. 0000068682 00000 n The research object. 474-476): 0000017143 00000 n The drawbacks include potentially alienating consumers, misaligned positioning, This means the marketing mix of a product will vary from country to country. 0000017682 00000 n How can adaptation help a marketing team succeed in reaching target markets in a host country? Strategy Adaptation, Competitive Advantage, and Firm Performance Perceived Instrumentality to Success Current Degree of Adaptation Competitive Advantage Firm Performance first enters that market. Globalization has helped in reducing the differences between countries. Strategy Adaptation, Competitive Advantage, and Firm Performance Perceived Instrumentality to Success Current Degree of Adaptation Competitive Advantage Firm Performance first enters that market. 0000005535 00000 n 19, Marketing to … Followers of Standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. Shareable Link. Käyttö kaupallisiin tarkoituksiin on kielletty. When is standardization the most viable international marketing strategy? 0000028801 00000 n A tremendous growth in academic research has focused on this topic, most of it originating from a promotion or advertising perspective. 0000011140 00000 n 0000089414 00000 n 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… How do legal systems influence international marketing programs, including standardization and adaptation strategies? (2003). To address this issue, the authors conduct a meta-analysis to quantitatively synthesize and analyze the empirical findings on antecedents and … Throughout the past four decades, researchers have examined several antecedents and consequences of international marketing program standardization. Learn about our remote access options, Michigan State University, East Lansing, MI, USA. A tremendous growth in academic research has focused on this topic, most of it originating from a promotion or advertising perspective. 15.05.2020. Product standardization and adaptation in International Marketing A case of McDonalds 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 … Julkaisu on tekijänoikeussäännösten alainen. If you do not receive an email within 10 minutes, your email address may not be registered, Adaptation of International Marketing Strategy 61. 2. Market environment 2. 7, No. The team of 14 authors includes university staff from 6 universities 0000089627 00000 n adaptation of international marketing strategy (Ryans Jr et al. 15.05.2020. 0000015828 00000 n The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. Figure 1. 0000159226 00000 n 0000013745 00000 n international marketing-mix standardization and international performance using the pro- cedures that Borenstein et al. Product adaptation is the modification or changing the features of a product to reach new customers or new markets. 0000173194 00000 n Online publication date: 1-Sep-2014. Bui, Mai. Standardization versus Adaptation Strategy in International Marketing Mix - The case of KFC in Vietnamese market Bui, Mai (2020-05-15) Tweet Katso/ Avaa. Standardization versus Adaptation Strategy in International Marketing Mix - The case of KFC in Vietnamese market Bui, Mai (2020-05-15) Tweet Katso/ Avaa. 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. 0000154692 00000 n Keywords: International marketing mix, Adaptation, Standardization, Case study 1. 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). Standardization is very cheap and efficient although it doesn’t have as good a chance of penetrating the new market as adaptation does. Product characteristics Conclusion: Bibliography: Electronic references: The tasks of the research. The results show statistically signi - 0000246695 00000 n Peer-review under responsibility of the International Strategic Management Conference. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate remains unresolved. Method: Our research method is a descriptive one. 45 0 obj <> endobj In the process o… The drawbacks include potentially alienating consumers, misaligned positioning, Bui_Mai_Thesis.pdf (1.802Mb) Lataukset: avoin. 0000004763 00000 n 0000225150 00000 n 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). Journal of Marketing Management: Vol. Online publication date: 13-Feb-2017. 0000012343 00000 n Integrating Adaptation and Standardisation in International Marketing: The AdaptStand Modelling Process. 1 • Spring 2016 (Ad Age Datacenter, 2014; “Where We Operate,” n.d.). 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. A company assumes “one size fits all” strategy and tries to infiltrate foreign markets. 0000009860 00000 n 0000001676 00000 n Learn more. 0000172313 00000 n 0000172514 00000 n How … 0000002546 00000 n support the existence of a positive impact of both marketing mix adaptation and standardization on performance. Working off-campus? 0000017986 00000 n INTRODUCTION Global marketing is an art of identifying, measuring and pursuing opportunities that lies ahead in the global marketplace. 0000150922 00000 n 0000112536 00000 n How are international marketing disputes resolved within various legal systems? For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Both international of businesses and an increasing level of globalization have had a significant impact on how businesses plan and view their global marketing strategy (Wang & Yang, 2011). 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. 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. h�b```b``�g`c`P�� Ā B@1v�? Shareable Link. 0000003142 00000 n 0000173060 00000 n Then, we collect data from secondary sources such as the books, articles, journals and studies. trailer 0000008503 00000 n Both adaptation and standardisation approaches seem to be logical, rational and coherent. 2003). 2010). How do legal systems influence international marketing programs, including standardization and adaptation strategies? This publication is based on qualified contributions of experts in the field of international marketing and business. However, the findings reported in the literature are too fragmented to yield clear insights. 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. 0000010736 00000 n Journal of Marketing Management: Vol. 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. 0000156984 00000 n 0000063666 00000 n 0 Please check your email for instructions on resetting your password. 0000162333 00000 n 0000154881 00000 n Wiley International Encyclopedia of Marketing. 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 … 5. 0000008286 00000 n 0000158027 00000 n Followers of Standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. The debate between these two concepts is explored and their respective benefits considered. PDF | For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. Learn more. 0000020684 00000 n (2003). 19, Marketing to Children, pp. PDF | On Feb 8, 2019, Ayush Bansal and others published Global Standardization in International Marketing | Find, read and cite all the research you need on ResearchGate xref Whereas, %PDF-1.7 %���� 5. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Keywords: International marketing mix, Adaptation, Standardization, Case study 1. 0000157077 00000 n 0000003550 00000 n 0000151009 00000 n 0000005737 00000 n International Marketing Review 34:1, 138-158. process of maintaining uniformity and consistency among the different iterations of a particular good or service that are available in different markets 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. 0000225111 00000 n However, the findings reported in the literature are too fragmented to yield clear insights. As a result, various research studies have been done on whether c… Abstract- Study of the transformation of marketing solutions in the process of internationalization of a company acknowledge that the structure of marketing strategy in international markets is an evolutionary process and companies face a particular Product standardisation versus product adaptation in international marketing - Business economics - Essay 2003 - ebook 10.99 € - GRIN 0000020829 00000 n 283-305. If you have previously obtained access with your personal account, please log in. This publication is based on qualified contributions of experts in the field of international marketing and business. 2003). Procedia - Social and Behavioral Sciences 150 , 609-618. 3. This debate is also equally important today as researchers deal with these issues intensively in both empirical- and conceptual studies (Erdogmus et al. (2014) Standardization and Adaptation of International Marketing Mix Activities: A Case Study. 0000020927 00000 n 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. 0000000016 00000 n The team of 14 authors includes university staff from 6 universities 0000008078 00000 n ���4. 0000155092 00000 n ��B�e�3+y�```�c9�0��̣�2]�E&0L�"�r�*��H�\�6љ�Ԥ� 80 — Elon Journal of Undergraduate Research in Communications, Vol. This debate is also equally important today as researchers deal with these issues intensively in both empirical- and conceptual studies (Erdogmus et al. 0000003807 00000 n 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. Standardisation and adaptation of the marketing strategy are two extremes of a continuum, i.e., as adaptation increases standardisation decreases and vice versa.The discussion of standardisation versus local adaptation on a strategic level can affect diverse aspects of the marketing strategy (Hollensen 2014, pp. 0000003861 00000 n How are international marketing disputes resolved within various legal systems? Bui, Mai. Use the link below to share a full-text version of this article with your friends and colleagues. Both adaptation and standardisation approaches seem to be logical, rational and coherent. How … The debate between these two concepts is explored and their respective benefits considered.

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