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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markets in over 200 countries and over 1‚100 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
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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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disadvantages of 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
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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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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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10 Tenets of MOT and the IT Organization A tenet is a principle based on observation‚ intuition‚ experience‚ and in some cases‚ empirical analysis. Based on a study presented in the Handbook of Technology Management by Gerard Gaynor‚ Ten tenets are proposed as guiding principles for an organization to operate within a technology cycle framework. These are: 1. Value diversification is a poor substitute for MOT. 2. Manufacturability must keep pace with inventiveness and marketability. 3. Quality
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Toyota IS Business Planning All about Plan‐Do‐Check‐Act Xiang Tjoa‚ BSc BMI‚ 1202952 27 January 2008 Toyota Motor Europe Information Systems Division Business Planning Avenue du Bourget 60 1140 Brussels Belgium Supervisor: F. Grauls Vrije Universiteit Faculty of Sciences De Boelelaan 1081a 1081 HV Amsterdam The Netherlands Supervisor: Dr. S. Bhulai Second reader: Dr. C. Verhoef Version 2.6 Toyota IS Business Planning All about Plan‐Do‐Check‐Act
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Product standardization Definition : Product standardization in business is the process of developing same product for multiple countries. Advantages: The main advantage of product standardization is cost saving. Cost reduction will give economies of scale. Since you are making large quantities or the same‚ non-adapted product - you benefit from the advantages associated with manufacturing in bulk. For example‚ components can be bought in large quantity which reduces the cost-per-unit. These
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/0265-1335.htm International marketing adaptation versus standardisation of multinational companies Demetris Vrontis School of Business‚ University of Nicosia‚ Nicosia‚ Cyprus Adaptation versus standardisation 477 Received September 2008 Revised February 2009 Accepted February 2009 Alkis Thrassou Department of Marketing‚ School of Business‚ University of Nicosia‚ Nicosia‚ Cyprus‚ and Iasonas
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