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

Business & Finance, Marketing & Sales
Cover of the book Standardization in International Marketing strategy: doomed to failure or successful strategy? by Christina Liessem, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christina Liessem ISBN: 9783656852391
Publisher: GRIN Verlag Publication: December 2, 2014
Imprint: GRIN Verlag Language: English
Author: Christina Liessem
ISBN: 9783656852391
Publisher: GRIN Verlag
Publication: December 2, 2014
Imprint: GRIN Verlag
Language: English

Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

More books from GRIN Verlag

Cover of the book Medienethische Verantwortung als Alternative zum Jugendmedienschutz? by Christina Liessem
Cover of the book Vergleich zwischen Inkompatibilismus und Kompatibilismus am Beispiel von Chisholm und Dennett by Christina Liessem
Cover of the book Der Subsidiaritätsbegriff in der katholischen Soziallehre und in den Staatswissenschaften by Christina Liessem
Cover of the book Die Integration eines einheitlichen europäischen Finanzmarktes by Christina Liessem
Cover of the book Aldous Huxley 'Brave new world': Analyse und Vergleich zur Dystopie 'Wir' von Jewgenij Samjatin by Christina Liessem
Cover of the book Sozialisation und Massenmedien by Christina Liessem
Cover of the book Besonderheiten der Bewertung junger Unternehmen 'start ups' by Christina Liessem
Cover of the book Erik H. Erikson - Die menschliche Stärke und der Zyklus der Generationen by Christina Liessem
Cover of the book Die Posttraumatische Belastungsstörung als Folge Sexualisierter Gewalt bei Frauen by Christina Liessem
Cover of the book Die Angst bei Freud by Christina Liessem
Cover of the book Das Menschenbild Marx´ und seine Relevanz für das Konzept der menschlichen Arbeit in Marx´ ökonomischer Theorie by Christina Liessem
Cover of the book Antonio Canova, Amor und Psyche by Christina Liessem
Cover of the book Chancen und Risiken der Arbeitnehmerfreizügigkeit am Beispiel von Arbeitnehmern und Arbeitgebern in Deutschland und Polen by Christina Liessem
Cover of the book Medienpräsentation deutscher Spitzenpolitiker in Bezug auf die Bundestagswahl 2002 by Christina Liessem
Cover of the book Die betriebliche Übung im Arbeitsverhältnis by Christina Liessem
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy