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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Literature Review
- Theoretically Arguments
- Empirically support for standardization
- Measurement of standardization
- Standardization of Consumer Goods – Jägermeister & Nixon
- Non-Durable Goods - Jägermeister
- Durable Goods - Nixon
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay aims to demonstrate that standardization can be a successful international marketing strategy in certain contexts, despite the ongoing debate and conflicting findings in the literature. It will utilize existing literature and practical examples to support this claim.
- The debate surrounding standardization versus adaptation in international marketing.
- The theoretical arguments for and against standardization.
- Empirical evidence and research findings on the effectiveness of standardization.
- The application of standardization in the context of consumer goods, using the examples of Jägermeister and Nixon.
- The potential cost savings and brand image benefits associated with standardization.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This section introduces the ongoing debate regarding standardization versus adaptation in international marketing, highlighting the historical context and the conflicting findings in the literature. It asserts the essay's purpose to challenge the statement that standardization is doomed to failure and presents an overview of the structure and content of the essay.
- Literature Review: This section provides a comprehensive overview of the theoretical arguments for and against standardization, drawing upon existing research and presenting contrasting viewpoints. It further examines empirical evidence and research findings, exploring the potential for standardization to be successful in certain contexts.
- Measurement of standardization: This section defines and clarifies the concept of standardization, outlining the specific aspects of the marketing mix that will be analyzed throughout the essay. It emphasizes the importance of a clear understanding of standardization for proper assessment and application.
- Standardization of Consumer Goods – Jägermeister & Nixon: This section presents two case studies: Jägermeister, a non-durable good, and Nixon, a durable good. The section analyzes how these companies successfully employ standardization strategies in their international marketing programs. It showcases the practical application of standardization principles and the potential for success across different product categories.
Schlüsselwörter (Keywords)
The primary focus of this essay lies in exploring the concept of standardization in international marketing. Key terms and concepts include standardization, adaptation, international marketing strategy, global branding, consumer goods, cost savings, and empirical research findings. These terms will be analyzed and contextualized throughout the essay to provide a comprehensive understanding of the debate and the potential for successful standardization.
- 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
