Inhalt / Beschreibung
The debate on standardization and adaptation in marketing has sparked a debate for decades. Dating back to Levitt (1983), who is one of the leading advocates of the standardization approach in marketing, many other researchers followed Levitt’s argument about the homogenization of consumer markets. However, critics of this thesis argue, that just a just a few products can be easily standardized in a global manner. Kotler argues that national marketing can’t be simply extended to an international level as consumer behavior significantly varies depending on the country. Today, virtually every major company is forced to compete in the global market. And global marketers need to navigate through diverse cultures that go along with unpredicted rules and differences. Companies that are taking their business global and aim to successfully sell their products and services in foreign markets face many challenges. The most challenging decision in this progress is the degree of standardization or adaptation in the firm’s operations. Many companies have understood the importance of global activities. Markets that were restricted to the local market, only a few years ago, are now dominated by global businesses. The success of global companies is based on the success of national, which emerged from local companies businesses in the end of the last century.