Standardised Marketing Strategy - Is the World Becoming Mono Cultural?
The question whether a business should pursue a marketing strategy that is standardized across international borders or adapt to individual markets has become a common debate in business management. As multinational corporations have matured through accumulation of experience of wealth and knowledge from operating worldwide, aided by advanced technology, transport, travel, inter trade laws and distribution channels, observers have argued that ‘world markets are becoming increasingly similar, and hence a standardized approach towards production, operations and marketing is both feasible and desirable’ (Samiee, 1992 p. 1). Others have argued that countries with market differences such as; inadequate means of transportation, preference for fresh products, differing tastes, education, religion and cultures that standardization may present problems and ‘ addressing countries where the needs of markets are economically alike, as with less developed countries, standardization may present problems’ ( Boddeyn, 1981 p 65). This forces major organizations to question whether standardization or adaption is the best option when expanding across borders.
Mc Donald’s is a critical example of a