Difference Between Standardization And Internationalization

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Background
International marketing is turning into a leading trend in business environment. For further outcome, various studies concerning the consumer demand and purchase behavior for different products beyond national boundaries have been and are still being initiated. Internationalization can also be further stated as the procedure when an organization begins to exercise in different countries. Doole and Lowe (2008) defined international marketing as the practice of management responsibility to identify, anticipate and satisfy customer requirements across global boundaries. Therefore, whether to execute the strategy of standardization or adaptation in the elements of their marketing mix, which are 7P’s (product, price, place, promotion,
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Whereas, they further note that MNCs have an entire different approach regarding their strategy for practically every international market in which they strive to adapt to local cultures.

Some researchers argue that standardization is the best solution to enter international markets. Indeed, because of globalization, each country are becoming more similar. According to Levitt (1983), as the world is becoming more homogenized, standardizing the international marketing strategies shall be used and same marketing activities should be executed across the world. On the other hand, there is another school of thought that supports the strategy of adaptation in international markets. They argue that although globalization has made its impact on the world, there are still significant differences in social, cultural, political and economic conditions, not only between countries but also within them. Vrontis and Thrassou (2007) determined that there are different sub cultures and different economic conditions in a country, which can be challenging to serve with a single marketing

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