The questionnaire was also pre-coded to allow the classification of re- sponses into analysable and meaningful categories. Baumgartner and Jolibert tried to measure Ettenson et al.
This observation result of specific combinations of collective and will enable them to take corrective action and lead personal parameters. Altering and adjusting the marketing mix Levitt argues that well-managed companies determinants and marketing strategy are essential have moved from emphasis on customising items to and vital to suit local tastes, meet special market offering globally standardised products that are ad- needs and consumers non-identical requirements vanced, functional, reliable and low priced.
The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The main differences between adaptation and standardisation of the marketing strategies are summarised in table below.
To encourage respondents to reply data to be analysed quantitatively, something that and maximise response rate, this research has under- could not be achieved by the use of unstructured taken three follow-ups. Among the many factors believed to have an acteristics of the product.
Otherwise they would have adopted both a standardised manufacturing approach but also a standardised pricing approach around the globe. The questionnaire for this research study has focused on Research results behaviour and attribute variables.
Business to business, business to consumer 3. These are the They illustrate the reasons why UK multinational following: In the termining the right level of integration.
While on the other hand adaptation strategy is appropriate when the consumers have a different needs, wants and preferences and when there is a significant difference in the socio economic conditions of the target market.
On one side, the proponents of standardisation believe that the markets and consumer needs and wants around the world are converging or homogenising as a result of globalisation, to the extent that the same marketing programme can be used across all countries.
Marketing practitioners 11 Innovative Marketing, Volume 3, Issue 4, 1 Global uniformity and image 81 6. Khachaturian and Morganosky investigated con- Beaudoin et al. As a consequence, the consumer has greatly benefitted in the rich and poor countries as goods have reduced in cost.
Overseas operations may not have access to the same raw materials, labour capital and will influence where an organisation will locate its facility despite the potential market in that economy.
Technology is driving converging commonality according to Levitt. Inductive tional companies are not mutually exclusively reasoning is then necessary to analyse the data and adopting international adaptation or global stan- reach the research results.
Some of Levitt argues that, advancement and the element of the marketing mix can be more progress in the means of communication and standardized as compared to others. As they argue, standardisa- economics and legal systems.
Second section of the researchers on employing the standardization or study will involves the literature review and the adaptation strategy at the international level. This will context of this study, the research approach relies on increase the understanding and knowledge of the both deductive and inductive reasoning methods.
People around the world are willing to give up preferences in product features and design for lower priced goods with better quality.
Sampling procedure used falls at situations, individuals, or circumstances surrounding non-probability sampling and specifically within the a phenomenon.
The most important source of constraints by across various markets and countries. This that the most important reasons for standardising are contradicts the two extreme schools of thought, global uniformity and image, economies of scale illustrated in the literature, and apparently verifies and synergetic and transferable experience.
Primary research, described in more detail below, 1. Customization on the other hand required. Multinationals and Global Corporations operate differently. Consis- the hypothesis objective 1 of this research.
This that the most important reasons for standardising are contradicts the two extreme schools of thought, global uniformity and image, economies of scale illustrated in the literature, and apparently verifies and synergetic and transferable experience.
Next the researcher decides on the tion and organisational profitability. On as an important factor in quality evaluation. This has largely been achieved through standardisation. Target segment specifics Fig. Integrative Assessment of the Empirical Research. However, a confi- It was decided to use a self-administered postal dential ID identity number allocated to different questionnaire.
Target segment specifics Fig. A what influences marketing behaviour in interna- detailed in-depth consideration of the Internationali- tional markets. In this study the authors showed that the strength of a powerful global brand name is insuffi- Patterson and Tai examined country-of- ciently strong to reduce the negative impact of coun- origin impact on Australian consumers and their try-of-origin image of a developing country.
The truth lies resolute constancy — at low relative cost — as if the in neither of these two polarised positions as both entire world was a single entity; it sells the same processes coexist. Standardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into.
Global Marketing Strategy - Standardization vs. Adaptation.
Vrontis, D. and Poutziouris, P. (), “Private equity for small ﬁrms: a conceptual model of adaptation versus standardization strategy”, International Journal of Entrepreneurship and Small Business, Vol.
(), “Adaptation vs standardisation in. Standardisation Versus Adaptation in a Globalisation Context Words | 10 Pages Standardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into.
the influence of consumer-related characteristics on the degree of standardization or adaptation in international advertising strategy; thus, this study intends to contribute new insights in this area by addressing two related influential factors in consumer decision making, i.e., brand.
The benefits the internationalisation processes of companies: the deriving from globalisation should also be consid- Adaptation set, the Standardisation set and the ered.
International Marketing Strategy: Standardization versus Adaptation Research Paper International Marketing Strategy: Standardization versus Adaptation Akmal Hussain1* and Shahbaz Khan2 1.
The aim of this paper was to determine that which international marketing strategy (standardization Product adaptation or modification strategy will v.Standardisation versus adaptation in a globalisation