Company uses globalization/standardization when its products are produced for many markets in the same way. A company uses adaptation when it produces special or modified products for different markets.
Standardization implies that the company uses the same brand name for the markets it operates in, the brand name is global. Global brand name implies that the product is recognized worldwide, global brand name vehicles the values of the brand such as its quality, its image and its experience. It enables the customer to evaluate the brand and to identify himself to the brand.
[...] International marketing adaptation versus globalization Discuss the issues of global versus adapted products for the international marketers Company uses globalization/standardization when its products are produced for many markets in the same way. A company uses adaptation when it produces special or modified products for different markets. Standardization implies that the company uses the same brand name for the markets it operates in, the brand name is global. Global brand name implies that the product is recognized worldwide, global brand name vehicles the values of the brand such as its quality, its image and its experience. [...]
[...] Compatibility Its compatibility with acceptable behavior, norms, values Complexibility The degree of complexibility associated with product use Trialability The degree of economic and or social risk associated with product use Observability The ease with which the product benefits can be communicated Analysis of product components The core componenent It is the physical product, the platform that contains the essential technology and all its design and functional features. Modifications are added or deleted from its product platform. Modifications can be costly because they can affect the product process and require additional investments. [...]
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