2004:11 Standardisation versus Adaptation: A Study of the Factors Initiating and Influencing the Process of Strategic Migration A Case Study of MalacoLeaf Anne Marte Bergersen René Zierfuss Graduate Business School School of Economics and Commercial Law Göteborg University ISSN 1403-851X Printed by: Elanders Novum AB 2 Marte Bergersen René Zierfuss Abstract Despite nearly eight decades of debate on the topic of international marketing strategy standardisation/adaptation‚ the subject
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standardization strategies and adaptation strategies in a global environment. Standardization is the process by which a company makes it methods‚ especially its production processes‚ uniform/identical throughout its organization. Whereas for adaptation‚ a company would change their methods such as the price‚ promotion‚ packaging and/or the product itself in order to fit the needs and preferences of the market or a particular country. Adaptation occurs when any element of the marketing strategy is modified
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Starbucks Coffee: Standardization and Adaptation Strategy Introduction Starbucks’ Business Concept and History When academics Jerry Baldwin‚ Zev Siegel‚ and Gordon Bowker established Starbucks Coffee Company in 1971‚ their vision of Starbucks was that of a local business specialising in “selling fresh roasted whole beans in ...specialty stores.” (Darguste et al.‚ 2006 p.655). Fearing commoditization of the brand‚ the founders were opposed to the idea of broadening the appeal of Starbucks
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brands under their portfolio. The company was founded in 1886 and is currently headquartered in Atlanta‚ Georgia‚ USA. This paper seeks to explain the impact of globalization on the standardization versus adaptation decision using examples from the Coca-Cola Company’s performance and strategies since their inception as a company. Introduction Globalisation can be defined as the movement toward economic‚ financial‚ trade‚ and communications integration by countries and their populations globally
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Starbucks Coffee Company: An Integrated Marketing Communications Plan April 2006 Prepared for: Starbucks Coffee Company W. H. Evans Prepared by: Sophie van der Vecht Neni Pogarcic Hidde van der Dussen Tim Ensing Dan Mackinnon Lucia Suchankova Table of Contents Executive Summary .................................................................................................................3 Introduction ..................................................................................
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Standardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into. According to De Wit and Meyer (2010)‚ the question facing managers is whether they should anticipate and encourage global convergence by emphasising global standardisation‚ centralisation and coordination or should managers acknowledge and exploit international diversity
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THE UNIVERSITY OF HULL Integration of Standardisation and Adaptation Marketing Mix Strategy Reference to Shiseido Company in UK and China Being a Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (General) in the University of Hull by Ai Jun Hou ‚ BA (Honours) (April 20‚ 2001) Acknowledgement This dissertation reflects the contribution and insights of many people. I shall take the opportunity to thank the following
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Introduction The first Starbucks store was set up in 1971 by three individuals who had a common liking for coffee and exotic teas- Jerry Baldwin‚ History teacher Zev Seigel and writer Gordon Bowker. The store was named Starbucks Coffee‚ Tea and Spice in the tourist’s Pikes Place Market in Seattle. However‚ later the name was changed to Starbucks Coffee Company. The logo was designed to be a two tailed mermaid encircled by the store’s name. The name was inspired from the coffee loving character
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2008 Track 7: International Marketing and Cross Cultural Issues in International Business STANDARDIZATION VS. ADAPTATION OF THE MARKETING MIX STRATEGY IN SME EXPORTS Jorma Larimo University of Vaasa‚ Department of Marketing PO Box 700‚ FI-65101 Vaasa Minnie Kontkanen University of Vaasa‚ Department of Marketing PO Box 700‚ FI-65101 Vaasa Abstract. Standardization vs. adaptation of the marketing mix in foreign markets has been one of the key research areas in international marketing since late
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head: Starbucks Strategy Starbucks’ Strategy Stanley A. Orr MGT 500 Professor Lewis Strayer University Starbucks opened in 1971 as a single store focusing on specialty coffee in Seattle‚ Washington. Their goal was to be a different kind of company that celebrates tradition as well as its coffee that also presented a sense of connection. Since then Starbucks has proven that combining innovation as well as tradition can be a true combination for success. Starbucks’ mission
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