Choosing between standardization and adaptation in international business operation

International merchandising Individual EssayStandardization and fittingIntroduction:International marketing is far more complex than domestic marketing as marketers are face up many different situations in multiple foreign countries. businessmen would like to benefit by choosing the right outline to get under ones skin the greatest profit. The most challenging issue is that they have to form their marketing activities in different places, where everything may be different, season remaining profitable. There is extremely important for every multinational company to reconsider the issue of world(a) strategy preparedness in light of the great competition in the ball-shaped market place where companies compete with each others with everything in everywhere. ( David J, 2003) However, piece the debate on calibration/adaptation of marketing strategy has been over 40 years, the theoretical framework is still ill-defined (Dickson, Viswanathan, 2007). Instead of taking the traditional approach of examining the merits and disadvantages of standardization and adaptation, improper theories and concepts would be overviewed and different strategies would be introduced.

In this paper, the scope of standardization and adaptation would be examined first. Then the concept and theory of standardization and adaptation would be examined. Then the latest issued and development would be introduced. The practical significances on standardization and adaptation on global market activities is overviewed and my own views would be addressed.

The scope of standardization and adaptation:Terms such as globalisation, standardization, adaptation and customization often face in marketing literature but rarely be defined. Medina and Duffy (1998) pointed out that in order to assess the international marketing activities based on clear strategic understanding sort of of just using these words as they sound not bad(predicate) to marketers, there is a need to clearly define these terms. They claimed that globalization and standardization are different. They defined standardization as the process of extending domestic target market-dictated standards to foreign markets. Globalization means the...

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