This paper responds to this call by focusing on the regional level of one of the main questions in international management from the marketing perspective (boddewyn and grosse, 1995, jain, 1989, terpstra and sarathy, 2000, walters, 1986): the standardization vs localization decision. Product standardization is the homogenization of items available to consumers that reduces the variety of products that fall under similar descriptors this process is intended to help shoppers make up their minds more easily and create informed decisions product standardization also is meant to. Standardizing or adapting the marketing mix across culture a case study: agatha 22 standardization vs adaptation of the marketing mix.
A localized global marketing strategy dr nitish singh jun 25 finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. This paper argues that meanings given to standardization and globalization might have created some confusion and precipitated potentially misleading research results in the literature. Globalization vs localization standardization vs customization if hr tries to maximize either side of a paradox, sooner or later they will be forced to deal with the other side. This essay represents a critical analysis of standardisation vs adaptation in international marketing in the twenty first century the essay starts with.
Internationalization is the design and development of a product, application or document content that enables easy localization for target audiences that vary in culture, region, or language internationalization is often written i18n , where 18 is the number of letters between i and n in the english word. Further, standardization is a practice of setting identical characteristics for a particular good or service also, it suggests a standardized approach as a one size fits all approach product standardization is an efficient method to reduce costs and increase quality. The greatest benefit of moving from standardization to localization is strategic standardized offerings discourage experimentation and are easy for competitors to copy. Globalization and the role of standardization by donald purcell 1 in his book the lexus and the olive tree (1999), thomas friedman states understanding globalization is one of the most important issues that must be understood by policy makers and. Balancing the paradox of localization and globalization: research and analyze the levels of market involvement standardization and local adaptat ion is vital.
Definition of product standardization: the process of setting generally uniform characteristics for a particular good or service product standardization among the goods provided by different businesses operating in technology-based. Standardized and localized strategies a firm's research efforts should be focused on the role of culture in the localization or standardization of a marketing. Pdf | this article contributes to two recurring and very central debates in the international management literature: the convergence vs divergence debate and the standardization vs localization.
Academic journal article journal for the study of religions and ideologies reshaping american identity through advertising standardization vs localization. Unlv theses, dissertations, professional papers, and capstones fall 2008 customization vs standardization in global hotel expansion nenad praporski. Which of the following is a sensible solution to the standardization vs localization issue 6 which of the following is not one of the four segments of global consumers. The international human resource management models developed in the last decade pursue a contextual analysis of the standardization (global integration) of multinational parent companies' human resource management policies and practices and localization (local differentiation) of host countries.
An analysis of the standardization and global localization on cross-cultural management from communication and source of conflict point of view uploaded by d yazdanifard. Ihrm issue: standardization vs localization ' applied materials, inc, in california, formed a series of global task forces that are charged with identifying the best hr. In this report, we have addressed three main themes of international/global marketing vis-à-vis standardization versus localization, cultur. Localization vs standardization - download as pdf file (pdf), text file (txt) or read online.