adaptation vs standardization in international advertising

This research consists ofa questionnaire survey to the largest UK multinational companies and investigates companies′ level of adaptation and standardisation across international marketing tactics. You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. Wow Awesome, Check our article too : http://www.nerdynaut.com/business/product-standardization-vs-product-adaptation, Awseome this article also will help your audience http://www.nerdynaut.com/business/product-standardization-vs-product-adaptation. Your comment will be posted after it is approved. The adherents of standardization think that all cultures are somehow united and their environmental and customer demand is alike. Very well written. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. Since the start of the 1980s, globalization issue has developed significantly and critical to modern businesses. that the company generally adapts the international advertising in order for consumers to be able to relate to the advertisement. Methodology and Sampling We used a descriptive single holistic case study to describe standardization and adaptation international marketing activities of a firm by following the procedure of Yin (2003). The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. Student really enjin the media ebook. The question of standardization versus adaptation of marketing strategy and activities has been the focus of a vivid and ongoing debate in the international marketing literature. "The Journal of Marketing"; Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation; David M. Szymanski et al; 1993 Writer Bio Alan Valdez started his career reviewing video games for an obscure California retailer in 2003 and has been writing weekly articles on science and technology for Grupo Reforma since 2006. Standardization In International Marketing-The Country-of-Origin Effect Standardizing many parts of a marketing mix is beneficial, but there are certain areas where modification will yield the best results. In order to achieve a working model of international marketing, standardization and adaptation strategies should be applied as see fit. My name is Martin and I am the CEO & Co-Founder of Cleverism.com --- a leading educational website that helps people actually get their dream job (we write super actionable and helpful career guides :-). Marketing strategies in a country- by-country basis are tailored with the peculiarities of the local market. Considering a product strategy only, outline the factors that have to be considered in the decision making process for standardization versus adaptation. On the other hand there is a definition of standardization versus adaptation. Adaptation approach deals with country specific markets where efforts are adjusted to the differences in the marketing environment. Here is why a company should adapt: Standardization approach emphasizes the similarities between markets trying to take advantage of similar consumer aspiration regardless of its origin and similar marketing infrastructure when implementing strategies. Modern businesses are granted with vast opportunities in terms of revenue maximisation through entering new markets. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. However, this is only true for companies in which competition takes place in a global range, such as consumer durables, electronics, fashion, luxury goods, perfumes, etc. standardization as an international marketing strategy where the company uses the same marketing program for all their international target markets. Such companies should not only apply the concept of a consistent marketing mix as they sell their products to the target consumers, but they should also ensure that they understand the regional interest of every co… Methodology and Sampling We used a descriptive single holistic case study to describe standardization and adaptation international marketing activities of a firm by following the procedure of Yin (2003). Branded Trans­la­tions is a spe­cial­ized lan­guage ser­vices agency. […], 4 reasons to translate your website that will help drive international business growth […], Brand evaluation or product name testing before investing in international launch […], Your brand in Chinese characters. CEO Cleverism. 2. They both represent a way of selling products overseas. On the other hand there is a definition of standardization versus adaptation. […], Today marketers invest lots of money in translation and localization […], transliteration and translation of brand names Brand names and tag lines […], accurate and effective translations “When hungry, I eat french fries […], Today’s digital and global economy has given us unprecedented access to […], Translation and localization of marketing copy The world-wide-web, […], Importance of Language in Business & B2B Marketing, Translation Agency vs. are marketed as standardized products across the world. Firms wishing to expand overseas may opt for a standardization strategy to gain economies of scale and scope and to build a unified brand image with consistent standards. The issue standardization vs. adaptation of international marketing programs has been a highly debated issue for over 40 years and it has been the central focus of academics and With standardization, however, the products are neither modified nor are the marketing approac… Adaptation approach deals with country specific markets where efforts are adjusted to the differences in the marketing environment. Martin Create your own unique website with customizable templates. What is the company doing internationally in terms of the 4 Ps? They both represent a way of selling products overseas. This is so-called, standardization approach to international marketing, tends to be a much easier and less costly way to enter markets as much of the decision elements of the strategy are already laid out. 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. Standardization Vs Adaptation Marketing Essay. While standardization is cost effective & makes most sense financially, to strengthen the product’s competitive position in new markets & countries that differ in culture, language, government regulations, topography, distribution & retail structure, adaption of some of these elements – most commonly language & culture – should always be considered. Considering a product strategy only, outline the factors that have to be considered in the decision making process for standardization versus adaptation. We help orga­ni­za­tions reach mul­ti­cul­tural and inter­na­tional audi­ences through qual­ity trans­la­tion and tran­scre­ation of mar­ket­ing and adver­tis­ing com­mu­ni­ca­tions. Adaptation. What Marketers Need to Know about Translation and Localization. There are 2 fundamental approaches to international marketing: adaptation & standardization. To take the business to the international level and making the mark in … Hey Editors, "The Journal of Marketing"; Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation; David M. Szymanski et al; 1993 Writer Bio Alan Valdez started his career reviewing video games for an obscure California retailer in 2003 and has been writing weekly articles on science and technology for Grupo Reforma since 2006. 1, pp.78-98. 8, no. The factors that influence the degree of standardization and adaptation are the following: It’s important that marketing/advertising messages fit the beliefs and tradition of the citizens in each country. The marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion, and Place. The question of standardization versus adaptation of marketing strategy and activities has been the focus of a vivid and ongoing debate in the international marketing literature. In these cases, the same product can be sold throughout all markets. This includes malls, airports and local neighborhoods. McDonald’s has begun to renovate its eateries, going from a plastic look to a more brick and wood design in an effort to maintain a contemporary image (Mourdoukoutas, 2012). Standardization versus Adaptation in International Marketing Introduction The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. Adaptation versus standardization The main goal of a global strategy is management of the great differences that emerge beyond domestic borders (Ghemawat, 2007a). Why advertising in English only may not be enough in 2016, International Marketing Adaptation vs. Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. Adaptation strategy So in standardization, the company customize the product according to the needs and the strategy in all international market will be followed. Global marketing is not a synonym for standardization in marketing processes. Translating advertising is like painting the tip of an iceberg. Anywhere the company operates, it offers identical food products such as McFlurry, McNuggets, McChicken, Happy Meal or Filet-O-Fish. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. Based on an integrative In order to achieve a working model of international marketing, standardization and adaptation strategies should be applied as see fit. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. 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). Innovative Marketing, Volume 3, Issue 4, 2007 Demetris Vrontis (Cyprus), Alkis Thrassou (Cyprus) Adaptation vs. standardization in international marketing – the country-of-origin effect Abstract The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. Adaptation. […], Accurate translation of acronyms & abbreviations. […], Marketing content requires specialized translation expertise […], Translation into Chinese - simplified or traditional? Wiam Alwazir is a current MBA student at Marymount  University. Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. Currently working on an assessment for class regarding Singaporean market entry for an Australian product and this post has helped a lot in terms of references, but more importantly, to help streamline (and better understand) the whole. Standardization vs. adaptation? Branded Translations is a specialized language agency, focused exclusively on the translation, transcreation and localization of marketing & creative communications. We help international organizations and advertising agencies reach global and multicultural audiences through quality translations that are on time, on budget and on brand. As pointed out, adaptation involves modifying a product so as to meet the local requirements and customs. The plan provides the company with a strong image. For an example, if a particular company comes up with the decision of standardizing the product then the product is being manufactured using the same materials, same processes and even sold under the same name. Adaptation Vs. The world-wide-web, technology, loose international trade policies & growing global competition are the driving factors for companies to explore international markets & expand globally. An example is McDonald’s vegetarian burgers in India. 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). - standardization vs adaptation is one of the key issues in international brand management and a balance between the benefits achieved by the standardization thorough economies of scale and need of cultural adaption is necessary These marketing strategies have confirmed to be effective, indicated by the company’s 7% increase in profit margins over the past four years (Mourdoukoutas, 2012). You did a really great job in giving out all your points. With a headquarters in Helsinki, Finland and being a leader in the mobile technology industry, expanding markets are excellent targets for Nokia. Over the last 2 weeks I wrote probably the most actionable and helpful guide on everything people ever wanted to know about marketing mix, concept, terminology, 4-ps and purpose of marketing mix etc. The issue standardization vs. adaptation of international marketing programs has been a highly debated issue for over 40 years and it has been the central focus of academics and For more infor­ma­tion, visit BrandedTranslations.com. They both represent a way of selling products overseas. The main causes of standardization and adaptation in marketing mix activities (Adapted from Nguyen, 2011) 4. Furthermore, the company’s economic situation and the consumer profile are important factors to consider when choosing the extent of standardization and adaptation in international advertising. 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. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Individual Translators, Going Global? As a result, various research studies have been done on whether c… There are 2 fundamental approaches to international marketing: adaptation & standardization. The discussion of standardisation versus local adaptation on a strategic level can affect diverse aspects of the marketing strategy (Hollensen 2014, pp. “Adaptation,” or “adapt,” Businesses should answer questions related to the marketing mix such as “what do we intend to standardize?” and “Do we standardize customer service and product support, marketing communications, pricing, and channels of distribution?” The answers to these questions should neither be all standardized nor all adapted. This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. Generally, products with high technological intensity such as heavy equipment’s, plants and machinery, microprocessors, hard disks, projectors etc. Nevertheless, although the standardization approach is more common, its adoption is not unconditional, as proposed by Douglas and Wind (1987). Global Marketing Strategy - Standardization vs. that the company generally adapts the international advertising in order for consumers to be able to relate to the advertisement. It examines whether multinational companies are adapting or standardising their marketing mix elements when they cross geographical borders and expand their operations to foreign markets. However, the decision whether to standardize or not cannot be considered a dichotomous one. Standardization strategy. Standardization, to consider culture – adjust to the differences in markets & countries, to use different media sources depending on what’s available in the new country, to abide to local product regulations & advertising laws, to compete successfully by not appearing/sounding foreign, to consider differences in product appreciation, savings from economies of scale, mostly through reduced media production costs, strong global brand image – consumers recognize it easily when traveling, increased efficiency – lower costs of advertisement preparation, global oversight but centralized communication, language differences (translation of the message, trade names, brands, etc…), cultural differences (what do people prefer or dislike, religion, attitudes, etc…), social differences (how do people interpret statements? On the contrary, there are other industries in which the same does not apply and this must be considered. We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. The second main approach to international advertising is adaptation. ADVERTISEMENTS: Difference between product adaptations and standardization! Adaptation Vs. It should be a balance of both. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptati… A number of well-built companies around the world tend to appreciate the fact that people have different needs for the products and services. It offers the following advantages: Only a few products allow a totally standardized or a totally adapted marketing strategy because, most of the time both approaches have to be used to a certain degree. Despite 40 years of debate on international marketing strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Generally, products with high technological intensity such as heavy equipment’s, plants and machinery, microprocessors, hard disks, projectors etc. ADAPTATION" and I thought it was very insightful. English vs. local English – wrong, ignorant or careless? The second main approach to international advertising is adaptation. Based on an integrative The frequent subject in international marketing in whether companies should plan for a standardized or customized marketing approach is extensively debated in the academic literature and is a concern for every multinational company and marketing … 1. And why shouldn’t they, if there is a global demand for their product? What you need to know before transliterating Western brand names for markets in China or other Asian countries. In addition, the company has begun to offer healthier food products, such as oatmeal, given consumers are more health conscious. […], What to look for when selecting a resource for localizing your marketing materials. Innovative Marketing, Volume 3, Issue 4, 2007 Demetris Vrontis (Cyprus), Alkis Thrassou (Cyprus) Adaptation vs. standardization in international marketing – the country-of-origin effect Abstract The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. Have a lovely day and keep up the good work, One of the biggest reasons foreign companies have been slow to gain traction in China is that many entered the market using the same marketing techniques they use in their home markets. […], Webinar on the Importance of Language in business, Reasons for translating B2B marketing content and Tips for effective translations. Personal selling refers to the presentation by the firm’s sales force for the purpose of making sales and Sales promotion refers to the short- building customer relationships. This research paper looks at the issues of standardization and adaptation in global marketing plan and proposes methods that can help international businesses to successfully compete in the international markets. Solberg, CA 2000, ‘Standardization or Adaptation of the International Marketing Mix: The Role of the Local’, Journal of International Marketing, vol. As more organisations expand their business into the international market, it is important for them to adopt international marketing strategies to protect them against foreign competitors. Whereas ... and the degree of adaptation vs. standardization necessary … The authors explain that standardization strategy increases a company’s performance. So glad I found this post post. tion vs. adaptation), (2) desired degree of standardization of the strategic resource mix (i.e., pattern of resource alloca-tion among advertising, promotion, personal selling, and other marketing mix variables), and (3) the desired degree of standardization of the strategy content (i.e., decisions on In the process o… tion vs. adaptation), (2) desired degree of standardization of the strategic resource mix (i.e., pattern of resource alloca-tion among advertising, promotion, personal selling, and other marketing mix variables), and (3) the desired degree of standardization of the strategy content (i.e., decisions on Standardisation is an approach that can adapt to work across different cultures and countries in order to promote products.… The main causes of standardization and adaptation in marketing mix activities (Adapted from Nguyen, 2011) 4. Adaptions also demand the use of different marketing and selling strategies in the foreign market. The rationale for this global approach to international marketing was to take advantage of ... and standard that is the hallmark of electronics and … Nice article you've shared here. This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. However, McDonald’s has made every effort to improve them through recent marketing initiatives with respect to the 7Ps. The use of a marketing mix is an excellent way to help ensure that ‘putting the right product in the right place’. The strategy is a time and money saver for McDonald’s as it helped build economies of scale. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Research Design 4.1. Standardization vs. Global marketing is not a synonym for standardization in marketing processes. 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. […], The importance of using powerful imagery in global and multicultural advertising. Export Management Product adaptations (also called differentiation or localization or customization) come in several forms. In this article we will discuss about 6 steps of developing a marketing mix, examples and key challenges of marketing mix. We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. standardization as an international marketing strategy where the company uses the same marketing program for all their international target markets. So question is not whether to standardize or to customize the strategy but to what extent standardize or vice versa. You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. Standardization In International Marketing-The Country-of-Origin Effect International advertising has the possibility of breaking down national economic boundaries and establish a common mode of communication, trademarks, labels, slogans, symbols and corporate names. This paper explores international Marketing Strategy. The first method under question is the standardization standpoint (suggested by Jain, 1989; Levitt, 1983). Standardization vs. The literature on international marketing presents a confrontation between two mainstream schools of thought regarding international marketing. It examines whether multinational companies are adapting or standardising their marketing mix elements when they cross geographical borders and expand their operations to foreign markets. Does the company generally follow a standardization or adaptation strategies in the marketing of their products/services overseas? Spence LJ, Rutherfoord R, Blackburn RA 1998, Small Businesses and Environmental Issues in the UK and the Netherlands: A Literature Review and Research Agenda , Kingston Business School, United Kingdom. Studying standardization and adaptation in marketing is strategically significant for the students doing courses in management and marketing. Whereas ... and the degree of adaptation vs. standardization necessary … What lies beneath is the clear understanding of communication objective, knowledge of culture & communication style of target audience. I stumbled upon your post on "GLOBAL MARKETING STRATEGY - STANDARDIZATION VS. Both international of businesses and an increasing level of globalization have had a significant impact on how businesses plan and view their global marketing strategy (Wang & Yang, 2011). You can’t mention adaptation without mentioning standardization; they are two sides of the same coin. Adaptation vs Standardization These factors are affected by the integration of the culture, changing environmental demands, development of the technologies, cost-cutting methods, etc. This book utilizing a resource based perspective analyzes how competition between American, European and Japanese companies evolves historically in emerging market settings, illustrating competitive marketing strategies and the use of standardization and adaptation practices in the pursuit of competitive advantage. Any chance you'd include our actionable guide on “Marketing Mix” (https://www.cleverism.com/understanding-marketing-mix-concept-4ps/) in your awesome article (https://successfulglobalmarketing.weebly.com/untitled/global-marketing-strategy-standardization-vs-adaptation)? ), economic differences (literacy rate, media availability, etc…), legal & regulatory differences (local restrictions & industry norms), competitive differences: (what’s the right amount to spend, how intense is the competition, etc…).

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