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.
Table of Contents
- 1. Introduction
- 2. Literature Review
- 2.1 Theoretically Arguments
- 2.2 Empirically support for standardization
- 3. Measurement of standardization
- 4. Standardization of Consumer Goods – Jägermeister & Nixon
- 4.1 Non-Durable Goods - Jägermeister
- 4.2 Durable Goods - Nixon
- 5. Conclusion
Objectives and Key Themes
This essay aims to challenge the assertion that standardization in international marketing is destined to fail. It will demonstrate, through literature review and practical examples, that standardization can be a successful strategy under specific circumstances and for particular companies.
- The debate surrounding standardization versus adaptation in international marketing.
- Theoretical arguments for and against standardization.
- Empirical evidence supporting or refuting the success of standardization.
- Case studies of companies successfully employing standardization strategies.
- Cost savings and brand image benefits associated with standardization.
Chapter Summaries
1. Introduction: This introductory chapter sets the stage for the essay by outlining the ongoing debate surrounding standardization versus adaptation in international marketing. It highlights the conflicting findings from various studies over the past five decades, emphasizing the lack of a definitive answer to whether standardization is inherently doomed to fail. The essay's objective is clearly stated: to demonstrate that standardization, in certain contexts, can be a viable and successful strategy. The structure of the essay is outlined, providing a roadmap for the reader.
2. Literature Review: This chapter delves into the existing literature on standardization versus adaptation in international marketing. It first presents the theoretical arguments for and against standardization, citing key proponents of both viewpoints and their respective rationales. The chapter then analyzes empirical findings from recent research to evaluate the literature's overall support for or against the success of standardization in international marketing, setting the stage for the case studies to follow.
3. Measurement of standardization: This chapter (details not provided in text excerpt) would likely define the parameters used to measure the degree of standardization employed by the case study companies. It would clarify what aspects of the marketing mix are considered in the analysis and establish a clear definition of standardization to ensure consistent application throughout the essay.
4. Standardization of Consumer Goods – Jägermeister & Nixon: This chapter would present case studies of Jägermeister (non-durable goods) and Nixon (durable goods), analyzing their international marketing strategies. The analysis would demonstrate how these companies successfully implemented standardization, highlighting their approaches and the specific contextual factors contributing to their success. The chapter would likely contrast and compare the strategies used by each company, noting similarities and differences relevant to product type and market dynamics.
Keywords
International marketing, standardization, adaptation, globalization, consumer goods, cost savings, brand image, Jägermeister, Nixon, case studies, marketing mix.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this essay?
The essay challenges the assertion that standardization in international marketing is destined to fail. It aims to demonstrate, through literature review and case studies, that standardization can be a successful strategy under specific circumstances.
What are the key themes explored in the essay?
Key themes include the debate between standardization and adaptation in international marketing; theoretical arguments for and against standardization; empirical evidence supporting or refuting standardization's success; case studies of companies successfully using standardization; and the cost savings and brand image benefits of standardization.
What does the essay's literature review cover?
The literature review examines theoretical arguments for and against standardization, citing key proponents of both viewpoints. It also analyzes empirical findings from recent research to assess the overall support for or against the success of standardization in international marketing.
Which companies are used as case studies?
The essay uses Jägermeister (for non-durable goods) and Nixon (for durable goods) as case studies to analyze how they successfully implemented standardization strategies in international marketing.
What aspects of the case studies are analyzed?
The case studies analyze how these companies implemented standardization, highlighting their approaches and the contextual factors contributing to their success. The analysis likely contrasts and compares the strategies used by each company, considering product type and market dynamics.
What is the purpose of the "Measurement of Standardization" chapter?
This chapter (details not fully provided in the preview) would define how the degree of standardization employed by the case study companies is measured. It would clarify which aspects of the marketing mix are considered and establish a clear definition of standardization for consistent application throughout the essay.
What is the overall structure of the essay?
The essay is structured with an introduction, a literature review, a chapter on measuring standardization, case studies of Jägermeister and Nixon, and a conclusion. A table of contents is provided in the preview.
What are the key words associated with this essay?
Key words include: International marketing, standardization, adaptation, globalization, consumer goods, cost savings, brand image, Jägermeister, Nixon, case studies, marketing mix.
What is the conclusion likely to address?
The conclusion will likely summarize the findings of the literature review and case studies, reinforcing the argument that standardization can be a successful international marketing strategy under specific conditions. It may offer recommendations for companies considering a standardization approach.
Where can I find more information about the methodology of the standardization measurement?
The provided text excerpt does not fully detail the methodology for measuring standardization. Further information would be available in the full essay.
- Quote paper
- Diplom-Kauffrau / MSc Christina Liessem (Author), 2011, Standardization in International Marketing strategy: doomed to failure or successful strategy?, Munich, GRIN Verlag, https://www.grin.com/document/283949
