The Problems of Standardization and Adaptation Marketing Essay
In the international marketing literature, the issue of advertising standardization has generated a lively and heated debate among academics and managers alike. However, the decision to standardize or not cannot be considered dichotomous. Develops a comprehensive framework to capture the relevant factors. The model includes external and internal antecedents that determine the decision to standardize or adapt, and the results of standardization adaptation, as well as the influence of the generic. There has been much debate about the implementation of a standardization strategy versus a customization approach in international markets. There are numerous factors to consider, along with the pros and cons of both marketing plans. While standardization equates to brand consistency, lower advertising costs and overall synergy, global marketing standardization focuses on creating a standardized action plan across the board for marketing your brand or product in different countries. The ultimate goal is to achieve consistency and create global appeal for a brand and its standardized products. Think of standardized packaging, a recognizable image and a light definition. Product customization is the act of adapting or changing the features of a product to reach new customers or new markets. It may also include the manufacture of a new product based on modifications to an already existing product. Traditionally, product customization means adapting internal products, but it also means that some authors, Zsomer and Simonin, 2004, Ryans et al. 2003, Szymanski et al. 1993 argue that implementing standardized strategies in the Ps marketing mix can improve performance of a company improves. Specifically, the emphasis is on: antecedent factors, that is, contingency variables that influence the decision to standardize or adapt the company's marketing strategy in a specific foreign market; b strategy variables, that is, the specific elements of the marketing mix program, where the degree of standardization or adaptation should be,