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A standard product does not need to have all the characteristics of the other products buyer requires. 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). INTRODUCTION To take decisions about the different enterprise activities is not an easy task in the present environment, affected by a rapid process of globalization and technological Ignoring such requirements increases the total cost. IT must follow the process standards, not vice-versa. Adaptation - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online. Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research • Having a higher number of process variants better attends to the requirements of every part of the organization. Standardization of product is the approach for increasing commonality of product in the supply chain management. ... For the most part, however, the standardization vs. adaptation debate has been conducted at a comprehensive level of marketing strategy. DOI: 10.1016/S0969-5931(02)00094-X Corpus ID: 14242528. The dimensions of culture that we found were most relevant in this paper were Power Distance and Perception of Time. marketing and adaptation vs sta ndardization when designing a marketing strategy, and the latter models of national culture as well as models on multicultural countries, with the models applied on India. Created Date: 11/6/2002 10:56:32 AM ADAPTATION Francisco Javier Rondán Cataluña Rosario García Cruz 1. The literature Standardization and Adaptation remain debatable even after decades of research. Conclusion on Standardization versus Adaptation The regular topic in international marketing is whether multinational firms need to plan for adapted or standardized marketing strategy is immensely debated in scholarly setting and is a major issue to … Followers of Standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. tion vs. adaptation), (2) desired degree of standardization of the strategic resource mix (i.e., pattern of resource alloca-tion among advertising, promotion, personal selling, and other marketing mix variables), and (3) the desired degree of standardization of the strategy content (i.e., decisions on Process standardization and IT standardization are different things. Product Standardization vs. presentation Title: International Brand-Name Standardization/Adaptation: Antecedents and Consequences. local adaptation. 5) Approach: Adaptation is an approach of detailing the differentiation that exists between products and services. Summary of thesis Title: Standardizing or adapting the marketing mix across culture Authors: Ingrid Bernier and Elise Meyer Supervisor: Jean-Charles Languilaire Level: Bachelor Thesis in Business Administration, Marketing Key words: Culture, international marketing, marketing strategies, standardization and adaptation Purpose: Compare two strategies, standardization and adaptation… Download full-text PDF Read full-text. 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