Standardization In International Marketing Strategy

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Standardization in International Marketing strategy: doomed to failure or successful strategy?

Author : Christina Liessem
Publisher : GRIN Verlag
ISBN 13 : 3656852391
Total Pages : 28 pages
Book Rating : 4.6/5 (568 download)

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Book Synopsis Standardization in International Marketing strategy: doomed to failure or successful strategy? by : Christina Liessem

Download or read book Standardization in International Marketing strategy: doomed to failure or successful strategy? written by Christina Liessem and published by GRIN Verlag. This book was released on 2014-12-02 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 80, Queen Mary University of London (Business School), course: International Marketing, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. The first articles regarding the question whether firms should adapt their strategy and marketing program to the local costumers needs or if they rather should focus on global standardization were published in the 1960’s (e.g. Bartels, 1968; Buzell, 1968; Elinder, 1961/1965; Keegan, 1969). Since then over 300 articles address this research question and it is a never- ending debate with inconsistent findings. A recent detailed meta-study over relevant articles of the last 50 years leads to contradictory findings: Out of 274 articles published in Marketing and Management Journals, 8% recommended global standardization, 14 % favored adaption, 10 % could not give a recommendation and the majority (68%) stated that companies have to make their decision grounded on the specific situation they are in (Schmid & Kotulla, 2010). These contradictory findings in the literature alone show, that the statement “Standardization in International Marketing strategy is doomed to failure” cannot be easily agreed with. This essay has the purpose to disprove the statement and demonstrate, with the help of previous literature and practical examples, that in certain contexts and for some companies, standardization can be a successful strategy. Chapter 2 provides an overview of the debate standardization versus adaptation and the empirical results of a choice of articles. Chapter 3 explains which aspects of the marketing mix will be observed and clarifies the definition of standardization. Following in Chapter 4 two companies within the consumer goods will be presented, who clearly follow an international standardization marketing approach. A conclusion will be provided in Chapter 5, integrating a final valuation of the discussed statement.

Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach!

Author : Stefan Lüer
Publisher : GRIN Verlag
ISBN 13 : 3638324060
Total Pages : 19 pages
Book Rating : 4.6/5 (383 download)

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Book Synopsis Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach! by : Stefan Lüer

Download or read book Why are so many companies trying to standardize their global marketing mixes? With examples show the limitations to this approach! written by Stefan Lüer and published by GRIN Verlag. This book was released on 2004-11-10 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Ludwigshafen, course: Transnationales Marketing, language: English, abstract: As I start off I will try to define the word “globalisation”, so I can move on with my argumentation on basis of this definition. Via internet, just like in several journals, magazines and books, one can find numerous definitions and essays about what “globalisation” is supposed to be. Just to give the reader some impression on the variety, I wrote down a few of them. On an official homepage of the Canadian government is written: “The term “globalisation” describes the increased mobility of goods, services, labour, technology and capital throughout the world. Although “globalisation” is not a new development, it’s pace has increased with the advent of new technologies especially in the area of communications.” . At http://www.globalisation101.org you will read “Globalisation is a term used to describe the acceleration and intensification of economic interaction among the people, companies, and governments of different nations.”. In the opinion of Prof. Werner Antweiler “Globalisation is the process by which nationality and geographic location become increasingly irrelevant for economic activities.” . As you recognize, “Globalisation” is a word which lacks of a definite definition. Hence I have decided to define “Globalisation” as follows. Globalisation will be seen as a strategy of; on global basis operating corporations, with the focus on the establishment of a worldwide competitive advantage, through the use of local benefits and economies of scale. This definition is build upon the convergence-theory whereafter the interests and desires of various nations draw close. The reason is the technological and economical evolution which gradually makes cultural differences obsolete.

Global Marketing Strategy

Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
ISBN 13 : 3030906655
Total Pages : 440 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Global Marketing Strategy by : Bodo B. Schlegelmilch

Download or read book Global Marketing Strategy written by Bodo B. Schlegelmilch and published by Springer Nature. This book was released on 2022-02-16 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

Global Brand Strategy

Author : Jan-Benedict Steenkamp
Publisher : Springer
ISBN 13 : 1349949949
Total Pages : 331 pages
Book Rating : 4.3/5 (499 download)

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Book Synopsis Global Brand Strategy by : Jan-Benedict Steenkamp

Download or read book Global Brand Strategy written by Jan-Benedict Steenkamp and published by Springer. This book was released on 2017-01-03 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Standardisation Vs. Adaptation - International Marketing in Service Firms

Author : Christian Wolf
Publisher : GRIN Verlag
ISBN 13 : 3640958152
Total Pages : 37 pages
Book Rating : 4.6/5 (49 download)

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Book Synopsis Standardisation Vs. Adaptation - International Marketing in Service Firms by : Christian Wolf

Download or read book Standardisation Vs. Adaptation - International Marketing in Service Firms written by Christian Wolf and published by GRIN Verlag. This book was released on 2011-07 with total page 37 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 8 von 10 P, Jönköping International Business School (-), course: International Marketing, 16 entries in the bibliography, language: English, abstract: 1 Introduction Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within this field. Some services were international in scope long before the term "scientific management" was ever invented or the first marketing course was taught. Shipping was an essential in-gredient in opening up early trade routes, with banking and insurance following and then facilitating them. In time, large companies emerged to operate international marine freight and passenger services, developing a network of agents in different ports to represent them. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). But there are other issues, as well; international strategies, scale and diversity, etc. Not all services are the same. Glob

Product standardisation versus product adaptation in international marketing

Author : Manfred Daberto
Publisher : GRIN Verlag
ISBN 13 : 3638016161
Total Pages : 15 pages
Book Rating : 4.6/5 (38 download)

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Book Synopsis Product standardisation versus product adaptation in international marketing by : Manfred Daberto

Download or read book Product standardisation versus product adaptation in international marketing written by Manfred Daberto and published by GRIN Verlag. This book was released on 2008-03-04 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Manchester, language: English, abstract: The core of a firm’s international operations is a product or service. This can be defined as the complex of tangible and intangible elements that distinguishes it from the other entities in the marketplace (Czinkota, Rinkainen, 1995: 262). Product can be defined as: “it’s a bundle of satisfactions (or utilities) the buyer receives. This includes its form, taste, colour, odour and texture; how it functions in use; the package; the label; the warranty; manufacturer’s and retailer’s servicing; the confidence or prestige enjoyed by the brand; the manufacturer’s reputation; the country of origin; and any other symbolic utility received from the possession or use of the goods” (Cateora, Graham, 1999: 355-356). The success of the firm depends on how it’s possible to differentiate from other competitors. But the key factors of success can vary from one country to another country. Therefore for the firm it is important to choose the right strategy between the product adaptation and product standardisation. Product adaptation means that the firm adapts the product to the local markets. It is the process of modifying products for different countries and regions or designing new products for foreign markets. Product standardisation means that the firm sells and advertises a standardized product in the international context. But which strategy is the better one? In the following the author wants to explain the different advantages and disadvantages and work out, which strategy is the best for certain situations because it depends on the situation which strategy is better.

Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies

Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
ISBN 13 : 1522569812
Total Pages : 339 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies by : Khosrow-Pour, D.B.A., Mehdi

Download or read book Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2019-06-14 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.

International Marketing

Author : Daniel W. Baack
Publisher : SAGE
ISBN 13 : 1526463105
Total Pages : 1012 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis International Marketing by : Daniel W. Baack

Download or read book International Marketing written by Daniel W. Baack and published by SAGE. This book was released on 2018-11-20 with total page 1012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.

Handbook of Research in International Marketing

Author : Subhash C. Jain
Publisher : Edward Elgar Publishing
ISBN 13 : 1849806128
Total Pages : 433 pages
Book Rating : 4.8/5 (498 download)

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Book Synopsis Handbook of Research in International Marketing by : Subhash C. Jain

Download or read book Handbook of Research in International Marketing written by Subhash C. Jain and published by Edward Elgar Publishing. This book was released on 2011 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.

International Marketing Standardization & Impact of Fit on Performance

Author : Anhtuan Nguyen
Publisher : LAP Lambert Academic Publishing
ISBN 13 : 9783845472676
Total Pages : 128 pages
Book Rating : 4.4/5 (726 download)

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Book Synopsis International Marketing Standardization & Impact of Fit on Performance by : Anhtuan Nguyen

Download or read book International Marketing Standardization & Impact of Fit on Performance written by Anhtuan Nguyen and published by LAP Lambert Academic Publishing. This book was released on 2012-03 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of Taiwanese multinational corporations (MNCs) operating in the Vietnam. The results indicate that all of four environmental factors such as marketing infrastructure, customer's characteristics, competitive intensity and technological velocity can influence the standardization or adaptation of international marketing strategy.

International Marketing Strategy

Author : Michael R. Czinkota
Publisher : Houghton Mifflin
ISBN 13 :
Total Pages : 376 pages
Book Rating : 4.:/5 (318 download)

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Book Synopsis International Marketing Strategy by : Michael R. Czinkota

Download or read book International Marketing Strategy written by Michael R. Czinkota and published by Houghton Mifflin. This book was released on 1994 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: This reader deals with the environment, external and internal strategic dimensions and implementation considerations from the viewpoint of the new entrant into the international market. Exporting, from the standpoint of both smaller and medium-sized firms, is given primary emphasis. Features: * Theoretical and pragmatic viewpoints are reflected, to encourage a thorough understanding of foreign market entry requirements, opportunities and strategies. * The first section, on the environment, outlines the growing interdependencies and linkages that make all firms part of international marketing. Trading blocs and international trade relationships are illustrated using the EC, the former communist bloc, the U.S. and Japan as examples. * Government assistance to firms in the start-up phase of international market entry is highlighted in the second section. These chapters include overviews of export promotion, with detail on who is helped and who isn't. * Chapter 8 presents a detailed study of a state government's efforts in export promotion. * Part 3 studies the factors affecting a firm's decision to internationalize or not. It also deals with the challenges that might be unfamiliar to

Contingency Factors of Marketing-Mix Standardization

Author : Roxana Codita
Publisher : Springer Science & Business Media
ISBN 13 : 3834961698
Total Pages : 332 pages
Book Rating : 4.8/5 (349 download)

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Book Synopsis Contingency Factors of Marketing-Mix Standardization by : Roxana Codita

Download or read book Contingency Factors of Marketing-Mix Standardization written by Roxana Codita and published by Springer Science & Business Media. This book was released on 2011-02-07 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses the marketing-mix standardization issue in the Central and Eastern European context. Special consideration is given to the construct of product cultural specificity, for which a new measure is proposed.

International Marketing Mix Management

Author : Tobias Richter
Publisher : Logos Verlag Berlin GmbH
ISBN 13 : 3832530983
Total Pages : 231 pages
Book Rating : 4.8/5 (325 download)

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Book Synopsis International Marketing Mix Management by : Tobias Richter

Download or read book International Marketing Mix Management written by Tobias Richter and published by Logos Verlag Berlin GmbH. This book was released on 2012 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.

Standardization Versus Adaptation of International Marketing Strategy

Author : Peter Hoang
Publisher :
ISBN 13 : 9780958340427
Total Pages : 24 pages
Book Rating : 4.3/5 (44 download)

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Book Synopsis Standardization Versus Adaptation of International Marketing Strategy by : Peter Hoang

Download or read book Standardization Versus Adaptation of International Marketing Strategy written by Peter Hoang and published by . This book was released on 1994 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Research Frontiers on the International Marketing Strategies of Chinese Brands

Author : Zuohao Hu
Publisher : Routledge
ISBN 13 : 1317205936
Total Pages : 222 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Research Frontiers on the International Marketing Strategies of Chinese Brands by : Zuohao Hu

Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

International Marketing: Analysis And Strategy 3Rd Ed.

Author : Onkvisit
Publisher :
ISBN 13 : 9788120312388
Total Pages : 750 pages
Book Rating : 4.3/5 (123 download)

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Book Synopsis International Marketing: Analysis And Strategy 3Rd Ed. by : Onkvisit

Download or read book International Marketing: Analysis And Strategy 3Rd Ed. written by Onkvisit and published by . This book was released on 2005 with total page 750 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Mix Standardisation in International Marketing

Author : Tobias Richter
Publisher : Peter Lang Pub Incorporated
ISBN 13 : 9783631388297
Total Pages : 380 pages
Book Rating : 4.3/5 (882 download)

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Book Synopsis Marketing Mix Standardisation in International Marketing by : Tobias Richter

Download or read book Marketing Mix Standardisation in International Marketing written by Tobias Richter and published by Peter Lang Pub Incorporated. This book was released on 2002 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a strong theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing empirically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world.