This definition of the term, from isoiec guide 2 2004 17, makes it clear that those responsible for a standard should take a proactive role in trying to engage with and address the views of all relevant in. In order to truly grasp the concept, it is essential for one to value the importance of. Adaptation versus standardization the main goal of a global strategy is management of the great differences that emerge beyond domestic borders ghemawat, 2007a. Advantages and disadvantages of standardization, essay sample. Comparison on the impact of standardization and adaptation on. This article will help you to differentiate between product standardization and product adaptation. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Feb 19, 2014 many manufacturers see the disposal of its waste products as an unwelcome cost. Marketing standardization vs adaptation my best writer. Whereas, the supporters of adaptation argue that every market has its own characteristics and there are many factors which may influence the decision of a.
While standardization is equated with brand consistency, lower advertising costs, and overall synergy, adaptation is often required to address cultural differences for more. You can use them for inspiration, an insight into a. The main causes of standardization and adaptation in marketing mix activities is are shown in table 2. This is ivypandas free database of academic paper samples. Standardizing or adapting the marketing mix across culture. By this, product adaptations are considered as necessary strategy in order to cater to. Introduction the debate of standardization versus adaptation has lasted for the last 52 years. Global marketing is not a synonym for standardization in marketing. This article disaggregates the standardizationversusadaptation argument by. Comparison on the impact of standardization and adaptation on international marketing. Standardization versus adaptation of international.
We will write a custom essay on the standardization vs. Comparison on the impact of standardization and adaptation. You are free to use this professional paper in any. There has been much debate over implementing a standardization strategy versus an adaptation approach across international markets. Adaptation debate essay examples 2820 words 12 pages introduction. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. This argument has generally taken place at the aggregate level to include all four strategic areas of the marketing mix product, price, promotion, and place taken together. For the first 3 pages page of the report please explain the market entry strategy via etsy for your chosen product and brandmaker. Adaptation approach deals with country specific markets where efforts are adjusted to the differences in the marketing environment. The purpose of this essay is to discuss the key arguments of the debate on standardisation vs. Check out our top free essays on standardization vs adaptation to help you write your own essay.
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. The first major advantage of standardization is quality control. Standardization is the process by which a company makes it methods, especially its production processes, uniformidentical throughout its organization. Standards and standardisation a practical guide for researchers author dr. Standardisation and adaptation discuss the advantages and disadvantages of standardization strategies and adaptation strategies in a global environment. 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. The main causes of standardization and adaptation in marketing mix activities adapted from nguyen, 2011 4. Have you ever answered this question from a personal perspective. Adaptation a recurrent theme standardisation a uniform offer on a regionalglobal basis minor adaptations may be made to conform to local. According to these authors, supporters of standardization believe that there is a union of cultures with similar environmental and customer demand around the globe. Standards and standardisation a practical guide for researchers. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield cle.
Dec 16, 2017 product adaptation is also a vital player for companies which would like to introduce a new product in the market but lack the required resources and funds. Standardization and adaptation remain debatable even after decades of research. Does the company generally follow a standardization or adaptation strategies in the marketing of their productsservices overseas. Standardization or adaptation in international advertising. Standardization versus adaptation of international marketing. Followers of standardization approach stress that the managers should implement homogeneous strategies because markets across globe is homogenous and converging. The drawbacks include potentially alienating consumers, misaligned positioning.
Consumer nondurables cnd needs more adaptation than consumer durables cd because of the influence of local culture. Standardization versus adaptation in global markets. This essay examines various advantages and disadvantages of standardization in the organization. Standardisation vs adaptation in international marketing. The fda is moving to address some of these criticisms by trying to establish greater standardization across the system. Product standardization and adaptation in international. The argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. Product adaptation is also a vital player for companies which would like to introduce a new product in the market but lack the required resources and funds. What are the advantages and drawbacks of standardization and adaptation.
Standardization is a framework of agreements to which all relevant parties in an. Standardization in international marketingthe countryoforigin effect. Free essays on standardization versus adaptation brainia. Risk evaluation and mitigation strategies adaptation in an evolving system. Product adaptations also called differentiation or localization or customization come in several forms. Capitalizing on opportunities in emerging countries key for global food certification market. Whereas for adaptation, a company would change their methods such as the price, promotion. Adaptation find, read and cite all the research you need on. Obsession with standardizationasuniformization is a reflection of modern managements deployment mindset. Feb 29, 2016 powtoon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume.
However, this paper explores how waste can transform into useful byproduct through implementing byproduct synergy, bps, capable of providing a continuous revenue stream while also improving a manufactures green credentials. For this reason when an organizations decides to go global, their managers must not think of supremacy of standardization over adaptation or vice versa, rather they need to understand the market they are going in and should also understand their organization along with all the influencing factors in order to decide which strategy, adaptation or. Marketing strategies in a country bycountry basis are tailored with the peculiarities of the local market. What are the advantages and drawbacks of standardization. Peter hatto legal notice neither the european commission nor any person acting on behalf of the commission is responsible for the use which might be made of the following information. Standardization and adaptation of international marketing. Adaptation the first view is the standardization standpoint as proposed by jain, 1989. A free powerpoint ppt presentation displayed as a flash slide show on id. Emmanuel ahoulouvineet kumar tyagi tatiana serrano xingang yu 2. Greater conformance to product specificationshigh market share. Standardization you cant mention adaptation without mentioning standardization. Halmstad university school of business and engineering business and marketing standardizing or adapting the marketing mix across culture a case study.
Once a specific new market entry strategy is selected, the choice of extent of standardisation can be specified as one of the most important critical success factors in the new market. Adaptation free download as powerpoint presentation. Start studying product adaptation and standardization. Going global implies a clear and definite strategy that will fit both the organization and the local culture. The report, risk evaluation and mitigation strategies adaptation in an evolving system, has been written to provide insights, analysis, and support to the pharmaceutical. 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. There are numerous factors to consider, along with pros and cons of both marketing plans.
Powtoon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume. Whereas, the supporters of adaptation argue that every market has its own characteristics and there are many factors which may influence the decision. Product standardisation versus product adaptation in. My newest course research methods can be found under following link f. Dec 14, 20 if you are having troubles with your research paper, i might have a solution for you. May 25, 2011 yet, where standards are key to lean thinking, misinterpreting there can be no kaizen without standards by saying lean is about standardizing everything is common and selfdefeating. What is the company doing internationally in terms of the 4 ps. The international organization for standardization is one of the most important bodies working in the field of issuing international standards, in addition to other activities. Standardization definition of standardization by the free. Product adaptation and standardization flashcards quizlet.
It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. Introduction in this chapter, we discuss the problem facing by companies which want to manage with cultural differences while they get more global and have to find marketing solutions. Product standardization and adaptation in international marketing. The influence of adaptation and standardization of the. Export management product adaptations also called differentiation or localization or customization come in several forms.
We can follow the trend of product standardization from the tables see appendix. Please post in this card with first and last name in pdf document name. Pdf on jul 8, 20, izzudin busnaina and others published the fashion marketing scene in saudi arabia. The product standardization has been one of the major issues in this standardization versus adaptation debate. There are 2 fundamental approaches to international marketing. Learn vocabulary, terms, and more with flashcards, games, and other study tools. To standardize or adapt when going or planning to go international is the most difficult and delicate decision to make for any company. Difference between product adaptations and standardization.
The main challenge a business may face in internationalization is the degree of standardization or adaptation regarding its operations. Check out our top free essays on standardization adaptation to help you write your own essay. Jun 03, 2016 standardisation vs adaptation in international marketing. Standardization versus adaptation in international marketing. The standardization versus adaptation marketing essay.
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