The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij’s opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950’s and the 1980’s. Simultaneously, “academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach” (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy.
This essay provides a critical review over the debate standardization versus adaptation in international marketing. Additionally case examples from German companies will be introduced to support the argumentation.
Table of Contents
1. Introduction
2. The standardization versus adaptation debate in advertising
3. Standardization versus adaptation - the contingency approach
3.1 Familiarity with the brand
3.2 Type of product
3.3 Advertising form
3.4 Consumers
4. Case examples
4.1 Standardized approach: Dr. Oetker frozen pizza
4.2 Adapted approach: Jägermeister
4.3 Mixed strategy: Audi & Mercedes
5. Conclusion
Research Objectives and Key Topics
The primary objective of this essay is to critically evaluate the long-standing debate regarding standardization versus adaptation in international advertising. It seeks to answer whether a truly global marketing strategy is viable or if local adaptations are fundamentally necessary, ultimately exploring how companies can navigate the "global-local paradox" through a contingency-based approach.
- The theoretical evolution of the standardization versus adaptation debate.
- Factors influencing advertising strategy, including brand familiarity, product type, and consumer behavior.
- Empirical analysis of diverse advertising forms and their cross-cultural transferability.
- Practical application of advertising strategies via case studies of German multinational corporations.
Excerpt from the Book
3. Standardization versus adaptation - the contingency approach
The overall trend in the academic literature shifts from the decision between standardization and adaptation away to the question what and how to localize or standardize. This section provides empirical findings to illustrate a clearer impression of situation, in which and to what extent standardization might be applicable. Contrary to de Mooij (2010), who concentrates her arguments against standardization around cultural aspects, the following approach examines different perspectives – the consumers’ familiarity with the brand, the actual product, the advertising form and the consumer.
3.1 Familiarity with the brand
The argumentation that advertisement has to be locally adapted implies that local consumers cannot be positively reached and influenced by foreign standardized advertisement. Two studies examine the actual effect of foreign advertisements on the consumer compared to local campaigns. Pae, Samiee and Tai (2002) examine the consumer perceptions of localized and standardized advertisements in Hong Kong and Tai and Pae (2002) observe the same behaviour in mainland of China. Therefore they use standardized campaigns from US and some European companies. Following the adaptation arguments, the consumer are expected to prefer the local or locally adapted advertisements, which are altered to fit the culture. In case of Hong Kong (where the Chinese residents are highly exposed to foreign advertisement and consumers are familiar with global brands because multinational firms have been active there for many years), the results indicate that consumers “prefer locally produced to foreign-sourced commercials, irrespective of brand origin” (Pae, Samiee & Tai, 2002:176). Surprisingly contrary findings could be observed in China. “Chinese consumers generally prefer foreign-sourced, standardised commercials to their localised counterparts” (Tai & Pae, 2002:49). Furthermore both studies conclude that the consumer exhibit more favourable
Chapter Summaries
1. Introduction: Presents the central debate of international marketing as an "intercultural" challenge, outlining the conflict between standardized global approaches and the necessity of local cultural adaptation.
2. The standardization versus adaptation debate in advertising: Traces the historical arguments for standardization, from early 20th-century universalism to Theodore Levitt’s global consumer concept, while contrasting these with the critics who highlight persistent national differences.
3. Standardization versus adaptation - the contingency approach: Examines the factors that determine when to standardize, focusing on brand familiarity, product categories, specific advertising formats, and the identification of global intermarket segments.
4. Case examples: Analyzes real-world strategies of German companies (Dr. Oetker, Jägermeister, Audi, and Mercedes) to demonstrate how firms successfully apply a mixture of standardization and adaptation.
5. Conclusion: Summarizes that while total standardization or total adaptation are rarely ideal, a flexible, contingency-based approach allows companies to operate globally by adapting only where necessary.
Keywords
International Advertising, Standardization, Adaptation, Contingency Approach, Global Marketing, Brand Familiarity, Intercultural Marketing, Consumer Behavior, Intermarket Segments, Global-Local Paradox, Multinational Companies, Advertising Strategy, Cross-Cultural Communication, Marketing Praxis, Brand Identity
Frequently Asked Questions
What is the core issue addressed in this essay?
The essay explores the "global-local paradox," analyzing whether international marketing can truly be global or if cultural differences necessitate local adaptation.
What are the primary thematic areas covered?
The research covers the history of the standardization debate, the influence of brand familiarity and product types, various advertising formats, and the practical implementation of these strategies.
What is the primary objective of the work?
The goal is to move beyond the binary choice of standardization vs. adaptation and advocate for a contingency approach that evaluates when and how to standardize.
Which scientific methodology is employed?
The paper employs a critical review of academic literature combined with case studies of prominent German international corporations.
What topics are discussed in the main body of the paper?
The main body examines the theoretical debate, empirical factors influencing success (brand, product, consumer), and specific case examples illustrating different strategy mixes.
Which keywords best characterize this work?
Key terms include Standardization, Adaptation, Contingency Approach, International Advertising, and Global-Local Paradox.
How does brand familiarity influence the standardization of advertising?
The text suggests that high brand familiarity can make standardized campaigns more acceptable to consumers even across different cultural backgrounds.
What do the case examples of Audi and Mercedes reveal about modern marketing strategies?
They demonstrate a "middle approach," where companies maintain a core standardized message or brand identity while allowing for flexible local implementation to suit regional preferences.
- Quote paper
- Christina Liessem (Author), 2011, The global-local paradox in international advertising. Can marketing really be international?, Munich, GRIN Verlag, https://www.grin.com/document/283946
