Standardization vs. Adaptation

572 Words2 Pages

Standardization

Levitt (1983) and Ohmae (1985) says that Following the globalization trend, technological, consumer needs, tastes and preferences going to be similarity that cause the market in the world become uniformity. They also point out that “Further facilitated by the growth of international communication channels, the emergence of global market segments, and the appearance of the Internet.” (Levitt, 1983;Douglas and Craig, 1986; Yip, Loewe, & Yoshino, 1988).

(http://www.sciencedirect.com.v-ezproxy.brunel.ac.uk:2048/science/article/pii/S096959310200094X)

Samiee and Roth(1992) emphasizes the conceptualized of standardization has been in the different ways. Like the same strategy can be used in all markets. or it can be mean the same marketing strategy can be adopted in the both market which are the domestic market or foreign market (Cavusgil,1993)

In addition, some standardization supporters believe that consumer demand, desire and demand of different markets and the country. They believe that the world is becoming greater similar in the environments and customer needs, whether they are consumers have the same requirement. As they said, standardization of marketing mixes elements and creating a market strategy for the entire global commitment to reduce costs and consistency with the customers.

(http://www.businessperspectives.org/journals_free/im/2007/im_en_2007_04_Vrontis.pdf)

Definition of Adaptation

Sands (1979) define “adaptation as the use of marketing strategies with no common elements.” That is, the firm should always consider about national identity, life style, language, tastes and so on. Defenders of adaptation believe that macro-environmental issues can be changing by markets, such as race, occupations and so on (Baalbaki & Malhotra, 1993; Jain, 1989)

Adaptation strategies are changing the entire thing including the price, promotion and product packaging or even the product itself, that in order to satisfy the customer in the particular country. Usually adaptation strategies used by the firm entering a foreign market for achieve a competitive. Thus, adaptation involves the use of specific strategies in each market, where the organization adapts its marketing mix to each environment (Ang & Massingham, 2007; Zou, Andrus, & Norvell, 1997). It involves the customization of strategies for different regions, based upon assorted factors. (http://anpad.org.br/periodicos/arq_pdf/a_1205.pdf)

Adaptation strategies are changing the entire thing including the price, promotion and product packaging or even the product itself, that in order to satisfy the customer in the particular country. Usually adaptation strategies used by the firm entering a foreign market for achieve a competitive.

Difference with the standardization strategy, adaptation approach advocates argue that, even the globalization tendencies are growth, but there are still have a number of

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