Standardization in International Marketing strategy: doomed to failure or successful strategy?

Standardization in International Marketing strategy: doomed to failure or successful strategy?
Author: Christina Liessem
Publisher: GRIN Verlag
Total Pages: 28
Release: 2014-12-02
Genre: Business & Economics
ISBN: 3656852391
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Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 80, Queen Mary University of London (Business School), course: International Marketing, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. The first articles regarding the question whether firms should adapt their strategy and marketing program to the local costumers needs or if they rather should focus on global standardization were published in the 1960’s (e.g. Bartels, 1968; Buzell, 1968; Elinder, 1961/1965; Keegan, 1969). Since then over 300 articles address this research question and it is a never- ending debate with inconsistent findings. A recent detailed meta-study over relevant articles of the last 50 years leads to contradictory findings: Out of 274 articles published in Marketing and Management Journals, 8% recommended global standardization, 14 % favored adaption, 10 % could not give a recommendation and the majority (68%) stated that companies have to make their decision grounded on the specific situation they are in (Schmid & Kotulla, 2010). These contradictory findings in the literature alone show, that the statement “Standardization in International Marketing strategy is doomed to failure” cannot be easily agreed with. This essay has the purpose to disprove the statement and demonstrate, with the help of previous literature and practical examples, that in certain contexts and for some companies, standardization can be a successful strategy. Chapter 2 provides an overview of the debate standardization versus adaptation and the empirical results of a choice of articles. Chapter 3 explains which aspects of the marketing mix will be observed and clarifies the definition of standardization. Following in Chapter 4 two companies within the consumer goods will be presented, who clearly follow an international standardization marketing approach. A conclusion will be provided in Chapter 5, integrating a final valuation of the discussed statement.

Standardisation Vs. Adaptation - International Marketing in Service Firms

Standardisation Vs. Adaptation - International Marketing in Service Firms
Author: Christian Wolf
Publisher: GRIN Verlag
Total Pages: 37
Release: 2011-07
Genre: Business & Economics
ISBN: 3640958152
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Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 von 10 P, Jönköping International Business School (-), course: International Marketing, 16 entries in the bibliography, language: English, abstract: 1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within this field. Some services were international in scope long before the term "scientific management" was ever invented or the first marketing course was taught. Shipping was an essential in-gredient in opening up early trade routes, with banking and insurance following and then facilitating them. In time, large companies emerged to operate international marine freight and passenger services, developing a network of agents in different ports to represent them. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). But there are other issues, as well; international strategies, scale and diversity, etc. Not all services are the same. Glob

Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach!

Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach!
Author: Stefan Lüer
Publisher: GRIN Verlag
Total Pages: 19
Release: 2004-11-10
Genre: Business & Economics
ISBN: 3638324060
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Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, language: English, abstract: As I start off I will try to define the word “globalisation”, so I can move on with my argumentation on basis of this definition. Via internet, just like in several journals, magazines and books, one can find numerous definitions and essays about what “globalisation” is supposed to be. Just to give the reader some impression on the variety, I wrote down a few of them. On an official homepage of the Canadian government is written: “The term “globalisation” describes the increased mobility of goods, services, labour, technology and capital throughout the world. Although “globalisation” is not a new development, it’s pace has increased with the advent of new technologies especially in the area of communications.” . At http://www.globalisation101.org you will read “Globalisation is a term used to describe the acceleration and intensification of economic interaction among the people, companies, and governments of different nations.”. In the opinion of Prof. Werner Antweiler “Globalisation is the process by which nationality and geographic location become increasingly irrelevant for economic activities.” . As you recognize, “Globalisation” is a word which lacks of a definite definition. Hence I have decided to define “Globalisation” as follows. Globalisation will be seen as a strategy of; on global basis operating corporations, with the focus on the establishment of a worldwide competitive advantage, through the use of local benefits and economies of scale. This definition is build upon the convergence-theory whereafter the interests and desires of various nations draw close. The reason is the technological and economical evolution which gradually makes cultural differences obsolete.

International Marketing Standardization & Impact of Fit on Performance

International Marketing Standardization & Impact of Fit on Performance
Author: Anhtuan Nguyen
Publisher: LAP Lambert Academic Publishing
Total Pages: 128
Release: 2012-03
Genre:
ISBN: 9783845472676
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This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of Taiwanese multinational corporations (MNCs) operating in the Vietnam. The results indicate that all of four environmental factors such as marketing infrastructure, customer's characteristics, competitive intensity and technological velocity can influence the standardization or adaptation of international marketing strategy.

Between Global Standardization and Local Adaptation

Between Global Standardization and Local Adaptation
Author: Sophia Neid
Publisher:
Total Pages:
Release: 2010
Genre:
ISBN:
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The dynamics of Southeast Asia’s consumer markets have made the region attractive for many Western consumer goods companies. Being present in partly very different business environments, companies must assess the applicability of home market strategies abroad. More specifically, marketing strategies can be positioned anywhere along the continuum from global standardization to local adaptation. While a standardized strategy satisfies the need for global efficiency, a localized strategy enables greater market responsiveness. For a consumer product in Southeast Asia, the degree of marketing mix standardization is contingent upon a number of market, product, and company characteristics. To the extent that there is a fit between these factors, high performance can be expected. While some companies have been more devoted to finding and exploiting similarities between home and foreign markets, others have been more alert to market idiosyncrasies. Yet both strategic orientations of marketing standardization and adaptation exhibit distinct challenges: Whereas localized companies must work to avoid unnecessary adaptation, globalized companies must become more responsive to unique market environments. Mutual learning processes have led to the idea of “glocal marketing” as a combination of globally standardized and locally adapted elements. As such, the challenge is to identify the elements that can indeed be standardized across borders and those that merit local adaptation. While the global product itself exhibits many opportunities for standardization, other marketing elements continue to be more sensitive to local idiosyncrasies. The effective implementation of strategies as well as the worldwide leveraging of knowledge will remain central issues in the successful marketing of global consumer products in Southeast Asia.

Marketing Mix Standardisation in International Marketing

Marketing Mix Standardisation in International Marketing
Author: Tobias Richter
Publisher: Peter Lang Pub Incorporated
Total Pages: 380
Release: 2002
Genre: Business & Economics
ISBN: 9783631388297
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The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a strong theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing empirically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world.

The global-local paradox in international advertising. Can marketing really be international?

The global-local paradox in international advertising. Can marketing really be international?
Author: Christina Liessem
Publisher: GRIN Verlag
Total Pages: 25
Release: 2014-12-02
Genre: Business & Economics
ISBN: 3656852413
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Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij’s opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950’s and the 1980’s. Simultaneously, “academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach” (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation in international marketing. Additionally case examples from German companies will be introduced to support the argumentation.