Standardization versus Adaptation

Discussions on standardization, adaptation standardization and adaptability began to be discussed in the 1920s and expanded widely in the 1960s in the 1960s, so it is an old problem in international marketing (Vrontis, Thrassou & Lamprianou, 2009). Standardization and adaptation are two conflicting marketing philosophies, all of which have strong supporters.

Adaptability of standardization and international marketing strategy: Comprehensive evaluation of research experience In order to overcome these bias, the third group of researchers published an urgent view on the discussion of standardization / adaptation.

An important evaluation for a company is how well you can standardize the elements of your marketing plan. Most companies actually chose a middle position. Companies that are suffering should not be standardized and adapted, but to what extent they need to be refurbished. Some elements are easier to standardize than others (products, brands, promotions), can be adjusted (price, service, packaging). Furthermore, in order to prevent competitors from always entering overseas markets, companies apply more strategies to provide them to local customers, and companies standardize their products. Global marketing - Yes, global standardization - at any cost. "

In this paper, we will explain the standardization and adaptability of products in the global market through the framework of the global emergency situation. The focus of discussion is that there is a difference between the country and culture, but the basic human needs are the same. Therefore, administrators do not need to deal with these differences in international strategies. On the other hand, basic human needs are similar everywhere, but differences in culture and other environmental factors can affect the purchasing behavior of people in different countries. Therefore, this framework is based on two important aspects, the important added value success factor and the ratio of international sales to total sales. Based on the value of these variables, companies are encouraged to adopt domestic exports, global maximization, domestic added value or global added value general strategy. The framework comes from organization theory, business strategy, international marketing literature.