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Standardization vs. Adaptation
Term Paper # 116163
Standardization vs. Adaptation
Discusses the question whether the process of standardization or the process of adaptation should be implemented by multinational companies.
2,830 words (approx. 11.3 pages) |
12 sources |
APA | 2009
Paper Summary:
This paper describes what is involved in the process of standardization and the process of adaptation in international markets and the factors that determine a multinational company's choice of which process to implement. Since there are higher costs associated with adaptation, the writer explains that by segmenting markets according to different segmentation bases, the company can choose to target those markets in which the strategy of standardization can be implemented. The writer explains the stages of marketing products abroad, what is meant by a product life cycle, and when adaptation or standardization is necessary. An example is given of one company's successful internationalization.From the Paper:
"In order to conduct global market segmentation effectively, the management must ensure that market research findings in different international markets are comparable. For example, the segmentation basis must have the same perception in the markets being compared. Therefore, one product being considered as essential in one market must be regarded on the same basis in another market for the comparison to be valid. In order to create comparable findings, the market segments must possess the properties of measurability, size, accessibility, actionability and competitive intensity."Sample of Sources Used:
- Aaker, David A. (2004). Strategic Market Management. McGraw Hill/Irwin.
- Anell, Barbro I. & Timothy L. Wilson (2002). "Prescripts: Creating Competitive Advantage in the Knowledge Economy", pp 26-37.
- Calder, B. J. and Tybout , A. M. (1987), "What consumer research is ....", Journal of Consumer Research, Vol. 14, June, pp. 136-40.
- Carpinetti, Luiz C. R. and Alexandre M de Melo 2002, "What to Benchmark". Benchmarking: An International Journal, 24, pp 244-255.
- Chandra, Mahesh 1993, 'Total quality management in management development', Journal of management development, 12, pp 12-15.
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APA Citation:
Standardization vs. Adaptation (2012, January 15). Retrieved February 13, 2012, from http://www.academon.com/Term-Paper-Standardization-vs-Adaptation/116163
MLA Citation:
"Standardization vs. Adaptation" 15 January 2012. Web. 13 Feb. 2012. <http://www.academon.com/Term-Paper-Standardization-vs-Adaptation/116163>
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Jun 08, 2008 I have an MBA from National University of Singapore and a BBA from University of Dhaka, Bangladesh. In MBA, my major was in operations management. However I covered a wide variety of subjects in marketing, finance and accounting. My paper on the analysis of financial statements was published. I enrolled in National University of Singapore because I was offered a full scholarship from the Asian Development Bank, one of eight such awards given every year. As part of an exchange program, I also spent one quarter in University of Washington, Seattle. There I covered four subjects in marketing, statistics, operations and IT. I have also worked in a variety of professional roles that allowed to me apply my academic learnings to real life.
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