First, we should define the concept of global localization, which is the adaptation of international products to the particularities of a local culture in which we pretend to sell them. Since this definition we can follow our marketing management orientation, which are a broader explanation and the actual enforcement of Global Localization; according to the necessities of the company is how we apply an orientation. (Hong, Phillip Young P.; Song, In Han. 2010)
The Ethnocentric Orientation is when the company doesn’t adapt their products to the needs and expectative of the cultures where they are going to operate. In other words, the new market is an extension of the domestic market. A benefit of this orientation is the simple and cheaper organization; also, the company practices a greater communication but besides this control, the company undergoes an ineffective planning, poor or null feedback, fewer innovations and furthermore, it risks to be rejected by the new market. (Keegan, W. J., & Green, M. C. 2014) …show more content…
The Polycentric Orientation is when the company gives equal importance and uniqueness of every country’s domestic market. This is the major implement of Global Localization, when this is successfully applied it results in an intense exploitation of local markets, better sales; since the local managers feels germane to the product, the process and employees would have high morals; and depending to the opening of the host country, the company could have the government support. (Perlmutter, Howard
The Ethnocentric Orientation is when the company doesn’t adapt their products to the needs and expectative of the cultures where they are going to operate. In other words, the new market is an extension of the domestic market. A benefit of this orientation is the simple and cheaper organization; also, the company practices a greater communication but besides this control, the company undergoes an ineffective planning, poor or null feedback, fewer innovations and furthermore, it risks to be rejected by the new market. (Keegan, W. J., & Green, M. C. 2014) …show more content…
The Polycentric Orientation is when the company gives equal importance and uniqueness of every country’s domestic market. This is the major implement of Global Localization, when this is successfully applied it results in an intense exploitation of local markets, better sales; since the local managers feels germane to the product, the process and employees would have high morals; and depending to the opening of the host country, the company could have the government support. (Perlmutter, Howard