Another is the heterogeneous preferences of the consumers as well as government policies which compels the repackaging of the product offered. However, this is not to suggest that in doing so they pioneer in innovation. For example, hand-powered washing machines.
Further, standardization is a practice of setting identical characteristics for a particular good or service. However, there are many obstacles to the application of uniform marketing policies. Finally, a market may exist abroad for a product which has no analogue at home.
Its developed standardized products are marketed worldwide with a standardized marketing mix. The company will also need to establish a brand that can be applied globally or tailored to fit into the local market.
Adaptation is a marketing strategy where new products or services are modified based on existing products and services. For example, Intel microprocessors are the same regardless of the country in which they are sold.
Such as reduction of choices, less flexibility, small ranges, obstacles to progress, varieties of consumer attitudes, competitive environment etc….
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There are many factors affecting to use adaptation strategies. Whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures.
In the contrast, the most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations. With this, a high level of adaptation is likely to become difficult to coordinate the network of activities by the multinational in a global scale.
Mandatory adaptations involve changes that have to be made before the product can be used, For example, appliances made for the U. They go on by mentioning that, within international marketing, companies are involved in making global decisions in one or more variables of the marketing mix.
Product standardisation also called globalisation involves making one global product in the belief the same product can be sold across markets without significant modification. The main differences between adaptation and standardisation of the marketing strategies are summarised in table below.
Benefits to Standardization includes Firms that produce a global product can obtain economies of scale in manufacturing, and higher quantities produced also lead to a faster advancement along the experience curve. Piston industry — Standard sizes of pistons are produced for different products.
Marketing strategies in a country- by-country basis are tailored with the peculiarities of the local market. By having standardized components, economies of scale are achieved by the firm while products are adapted to offer a wide range of models in accordance to the needs of various country segments.
On the other hand, while the same bicycle might be sold in China and the U. Product adaptation tends to become a reactive response to the market. By minimizing the differences in your products, you are able to rapidly increase production, streamline distribution, decrease raw material costs and reinforce product branding.
In some cases, products may not need to be adapted in either way e. Export Management Product adaptations also called differentiation or localization or customization come in several forms.
Difference between product adaptations and standardization! This concept has become more meaningful because of the growing trend by multinational corporations to outsource components in order to gain economies of scale.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.
world, the choices of standardization versus adaptation of international products are no longer being seen as an inflexible choice. Instead, combinations of the two options are being regarded, given the dependent factors at a given time on a given market.
Standardisation versus adaptation 1. Emmanuel AhoulouVineet Kumar Tyagi Tatiana Serrano Xingang Yu The question is addressed by examining whetherstandardization is better than adaptation in a company.
9. PRODUCT• Production economies of scale. Standardization and customization YASHADA, Pune.
25 Asian Journal of Business Research Volume 1 Number 2 Standardization or Adaptation in International Advertising Strategies:. The question of standardization or adaptation affects all avenues of a business’ operations, such as R&D, finance, production, organizational structure, procurement, and the marketing mix.
Whether a company chooses to standardize or adapt its operations depends on its attitudes toward different cultures.
Standardization versus adaptation of international marketing strategy: an integrative assessment of the empirical research Author links open overlay panel Marios Theodosiou Leonidas C. Leonidou Show more.Download