Standardization in international marketingthe countryoforigin effect. International marketing adaptation versus standardisation. Adaption 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 but the longer word, adaptation, is preferred by most publications and is much more common. Standardization versus adaptation of global marketing strategies in. The distribution channels have, on the other hand, only been affected by social conditions. The importance of design for the national competitiveness of finland and the rise of several design intensive companies has led many researchers to study the topic of international competitiveness of the finnish design industry and design. Literature provides the raw material for film adaptation to create new visual forms and thematic contents. Definition product adaptation is the modification or changing the features of a product to reach new customers or new markets.
Adapting design to foreign markets a case study of three finnish fashion firms. These special parts and behaviors are called adaptations. All organisms have adaptations that help them survive. Clearly, adaptation is the standard form of the word meaning, an altered or amended version of a text, musical composition, etc. This thesis shows that cultural differences on international market affect the adaptation of the product, price and promotion. The recent increase in the presence of emergingmarket firms emfs in global. Standardisation versus adaptation linkedin slideshare. Introduction standardization is defined as a process whereby which a company makes its methods, mostly due to its production process, and uniformity throughout the organization. Product standardisation versus product adaptation in.
Product adaptation in international marketing, the marketers are required to come up with a decision as to whether they are going to standardize the product or to modify the existing products which is one of the challenging decisions that they have to make. Balazs further argues that even though an adaptation takes the subject of another work such as kafkas novel or shakespeares play, the adaptation is an entirely new entity. To go into the depth of the study, areas of standardization versus adaptation have been identified and four contents, have been examined. The migration can be defined as the phenomenon of the movement of the animals from one region to another in order for their survival. As nouns the difference between adaptation and arrangement is that adaptation is uncountable the quality of being adapted. The standardization versus adaptation marketing essay. Moreover, the study examines in a comparative manner the standardization strategy of multinationals and small and medium enterprises smes, leaders in european markets, for different cosmetic cathegories. Standardization and adaptation of international marketing mix. Standardization and adaptation remain debatable even after decades of research. Introduction the debate of standardization versus adaptation has lasted for the last 52 years. Oct 09, 2008 adaptation is just the widely preferred synonym. The remainder of the article is organized into six sections. The first chapter in the book a theory of adaptation by linda hutcheon is called beginning to theorize adaptation.
Structural adaptations are physical features of an organism like the bill on a bird or the fur on a bear. Adapting design to foreign markets a case study of three. Generally, products with high technological intensity such as heavy. While a lot of research has been conducted on the general topic of standardization versus adaptation, in a broader. This article will help you to differentiate between product standardization and product adaptation. Whereas for adaptation, a company would change their methods such as the price, promotion. Adaptation is the preferred word, and the form that science writers have chosen to use. Comparison on the impact of standardization and adaptation on. The debate over supremacy of adaptation versus standardization runs back for more than half a century with elinder 1961 and roostal 1963 being pioneer contributors, with their main focus on corporate advertising functions, with the notion of standardization in advertisement which was based on the argument that marketing principles largely. Growth and development physical and mental progression in rate and attainment 6. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics.
Pdf the argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. Marketing strategists and researchers in the field of marketing have documented the philosophy of globalisation of markets or global marketing or. Standardization versus adaptation in eastern europe. Standardisation versus adaptation marketing communication strategies of multinational companies on the european textile market may 2017 fibres and textiles in eastern europe 25. Pdf standardizationadaptation of international marketing. It is also very seldom that companies can enter a foreign market without adapting their product at all this is commonly referred to as product standardisation usually some form of product modification is necessary if only very minor this is referred to as product adaptation or product differentiation. Process standardization and it standardization are different things. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
A conceptual model of international marketing strategy in relation to standardisation vs. Factors driving promotion standardization and adaptation. International marketing mix, adaptation, standardization, case study. Nervous system sensory, motor, and neural function 5. Behavioral adaptations are the things organisms do to survive. As such, positive affect characterizes a situation as good, while negative affect characterizes that situation as bad e. Standardization versus adaptation of international marketing. Influences on the adaptation and standardization level of. Comparison on the impact of standardization and adaptation. It may also include manufacturing a new product with basis of customizations of a product already in existence.
Oct 15, 2017 the process of the general adaptive response is conceptually a very simple process. Comparison between pricing standardization and pricing adaptation. Product standardization and adaptation in international. Arguments for standardization and adaptation of product. Among the adaptation choices, price should be the first element of the marketing mix to be adapted, followed by promotion, product and distribution. Melanie brown abstract in the practice of international marketing, the debate between standardization and customization of advertising has been longrunning. Culture, international marketing, marketing strategies, standardization and adaptation purpose. Adaptation in mncs a qualitative study about how mncs can manage knowledge effectively in terms of standardization and adaptation.
What is the company doing internationally in terms of the 4 ps. Adaptation and mitigation reponses to climate change. Despite the importance of, and tremendous interest in the topic, and the volume of scholarly activity this topic has generated, the debate. Uppsala university department of business studies bachelor thesis 15hp autumn semester of 2011 supervisor. Discussion of climate impacts in the context of feasible protective adaptation responses thus appears to generate motivation for mitigation as a natural next step.
What is the difference between adaption and adaptation. Pdf standardization versus adaptation of international. Facing such pressure, some choose to remain their own characteristics standardization, but others choose to be part of the new. Standardization when an individual or a corporation first enters a new environment with diverse culture, it is generally accepted that the crosscultural communication will create stress for them. Despite the importance of, and tremendous interest in the. Nutrition nutrient requirements, utilization, and efficiency 4. Standardization versus adaptation of standardized advertising campaign for the. Standardization is the process by which a company makes it methods, especially its production processes, uniformidentical throughout its organization. Standardisation versus adaptation as an international. Some researchers think that a relationship between standardization and performance does not occur. Product standardisation versus product adaptation in international marketing manfred daberto essay business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Standardization refers to companies using the same or similar marketing materials regardless of cultural or linguistic diversities amongst the audience being targeted. Product adaptations were more profound among firms producing.
Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. Resistance and crosstolerance generalized stress resistance 7. The debate on the standardization and adaptation of marketing strategy is not. Standardization versus adaptation in global markets taylor. Accelerators for standardization and harmonization a process model helps, which breaks down toplevel business processes and their metrics into more detailed processes. Unfortunately, there is a relative dearth of empirical information from sources external to the business on the. Are us companies employing standardization or adaptation. Standardisation and adaptation discuss the advantages and disadvantages of standardization strategies and adaptation strategies in a global environment. Standardization versus adaptation in eastern europe abstract purpose this study aims to describe international marketing strategies of a service firm in lithuania, focusing on standardization and adaptation. Followers of standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. Pdf standardization versus adaptation in global markets. An empirical investigation an issue debated frequently in the international marketing literature centers on whether a business should pursue a strategy that is standardized across national markets or adapted to individual national markets. Standardization and adaptation of international marketing. In this study we ignore the arousal a certain situation might bring.
Hutcheon looks at adaptations as a secondary work from the original. Standardisation vs adaptation in international marketing. Cultural adaptation pattern analysis of mcdonalds and kfc. Whether to standardize or adapt marketing operations in international markets is the major decision companies marketing their products or services overseas.
After all, lineages do not adaptate their body parts through evolution, they adapt them. Advantages and disadvantages of standardization, essay sample. Modeling affect, anticipation and adaptation 4 we use affect to denote the positiveness versus negativeness of a situation. The merits of each have been discussed, argued, and rehashed over and over again. This study analyzes the adaptation versus standardization dilemma in international marketing in subsidiaries of multinationals corporations. Standardization versus adaptation of international advertising. Standardization and localization of human resource. A case of mcdonalds ii acknowledgements writing this thesis during the past ten weeks of spring 2012 has been a process of continuous learning and hard work. Different body parts, structures and behaviors help living things meet these needs. The article standardization versus adaptation of international marketing strategy. Download limit exceeded you have exceeded your daily download allowance.
Develop templates that offer space for local adaptation. Emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2. Traditionally, product adaptation has been taken to mean modifying inhouse products but it also involves taking points from a competitors product. Adaptation debate essay examples 2820 words 12 pages introduction. A study of the factors initiating and influencing the process of strategic migration a case study of malacoleaf anne marte bergersen. Standardization versus adaptation of the marketing mix strategy in. If youre looking for a free download links of product standardisation versus product adaptation in international marketing pdf, epub, docx and torrent then this site is not for you. Rapid globalization, companies keen to spread out internationally companies is faced by a very critical question of whether to standardize or to adapt its product or services. Standardization versus adaptation of global marketing. The five categories of the adaptations are migration, hibernation, dormancy, camouflage, and estivation. Jun 03, 2016 a conceptual model of international marketing strategy in relation to standardisation vs. Bachelor thesis in business administration, marketing key words. This article disaggregates the standardizationversusadaptation argument by focusing on just one strategic area of the marketing mixchannel strategy.
Standardizing or adapting the marketing mix across culture. Standardization is a marketing strategy aimed to create uniformity in order for offerings to be viewed the same across all platforms. Reveals that the degree of adaptation of japanese goods is generally moderate, with labelling, packaging and internal features attracting most alterations. Advertising crosses borders and transcends nationality by. Standardization versus adaptation of international marketing strategy. Supporters of the adaptation or localization philosophy state that, due to the inherent complexities and dissimilarities involved in operating in the international. This research also analyze degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions. Essay about standardization versus customization 1645 words. Product standardization and adaptation in international marketing.
Influences on the adaptation and standardization level of swedish mncs in the german market authors. Standardization versus adaptation of international. Additionally, the research transcends descriptive analysis to identify vital behavioural issues and to prescribe marketing approaches regarding internationalisation. Interestingly, compared to domestic marketing knowledge, it should be noted that international. Does the company generally follow a standardization or adaptation strategies in the marketing of their productsservices overseas. For over 40 years academicians and practitioners have debated the standardization versus adaptation of international marketing strategy. The influence of adaptation and standardization of the. But although adaptation is the preferred spelling, adaption is in use among english speakers. In order to truly grasp the concept, it is essential for one to value the importance of. Focuses on the issue of product standardization versus adaptation, with special reference to the practices of japanese multinational companies mncs operating in the middle east.
Compare two strategies, standardization and adaptation, to. Standardizing or adapting the marketing mix across culture authors. Making adaptations to evidencebas ed programs overview adaptation is a process of making changes to an evidencebased program ebp so that it is more suitable for a particular population or an organizations setting or program structure without compromising or deleting its core components. To standardize or adapt when going or planning to go international is the most difficult and delicate decision to make for any company. Whereas, the supporters of adaptation argue that every market has its own characteristics and there are. In order to survive, all living things must be able to meet their needs for food, water, and shelter. Standardization assists with cost cutting by removing a duplicated effort and enables the organization to take advantage of the economies of scale when making purchases. Global marketing is not a synonym for standardization in marketing. 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. The debate concerning the standardization or adaptation of the marketing mix in different.
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