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 CraSy, Kopf und Kragen. Mützen und Schals für Männer und Frauen zum Selberstricken by Christina Liessem
Cover of the book Projektorientiertes Lernen im Musikunterricht by Christina Liessem
Cover of the book Die Identitätstheorien nach G. H. Mead, E. Goffman und L. Krappmann by Christina Liessem
Cover of the book Das Verfahren zur Flächeninhaltsbestimmung am Trapez in ausgewählten Schulbüchern by Christina Liessem
Cover of the book Die Wiedereinführung der Bundesländer in der DDR by Christina Liessem
Cover of the book Kulturmarketing im Bereich des Musikfestivals am Beispiel des Schleswig-Holstein Musik Festivals by Christina Liessem
Cover of the book Klassifikation und Diagnostik von somatoformen Störungen mit Fokus auf Hypochondrie by Christina Liessem
Cover of the book Bildung und Erziehung in Japan by Christina Liessem
Cover of the book Methoden im Krafttraining: Hypertrophietraining by Christina Liessem
Cover of the book Der Einfluss von westlichen Wohnleitbildern seit 1989 auf die Innenarchitektur der neuen Bundesländer by Christina Liessem
Cover of the book Impairments of Language and Cognition by Christina Liessem
Cover of the book Direkte Förderung selbstgesteuerten Lernens - Ansätze und Modelle by Christina Liessem
Cover of the book 'Die Bundesländer Deutschlands und deren Hauptstädte' als Thema einer Unterrichtsstunde für eine 5. Klasse by Christina Liessem
Cover of the book Scriptural Reasoning as a Practice of the Common Good by Christina Liessem
Cover of the book Buchhalterische Behandlung von Eingangs- und Ausgangsrechnungen (Unterweisung Bürokaufmann / -kauffrau) 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