Standardization vs localization

Global standardization strategy

Standardization, Targeting Modern… Standardization: Standardization is a marketing strategy aimed to create uniformity in order for offerings to be viewed the same across all platforms. Further, a strong reputation can afford the firm many advantages, and is generally associated with higher levels of financial performance e. Standardization drawbacks Critics of standardization on the other hand, give weight and importance to the immense barriers and threats posed by the external environment. Conclusion A successful global marketing strategy needs to be developed and assessed within the broader context of the overall business strategy of the firm rather than based solely on customer market considerations. Advertising knowledge is all over the world, however, its use has supported the localization of the products and services rather than standardization Baker,M. Fisher, Anne B. When companies standardize their basic brand image they make sure that their brands are capable of preserving a global image that is attractive across countries, regions and cultures. One of the main arguments put forward in favor of standardization is that substantial economies of scale in production and marketing may be achieved by developing a standardized product line or a standardized advertising or promotional campaign for markets worldwide Saporito, Nowadays, many famous brands want to expand their market over the world, thus become global brands due to the development of globalization and technology.

Glocalization, then, seems to be the art of attaining a fine balance of assimilating foreign influences into a society that add to its diversity without overwhelming it.

Many social institutions which have influence in cultural patterns, such as the family, education, religion, media, government, have great impact on how group members are related to each other, and pass those patterns to the future generations.

Standardization vs localization debate

Standardization, Targeting Modern… Standardization: Standardization is a marketing strategy aimed to create uniformity in order for offerings to be viewed the same across all platforms. Many companies in the beverage and fast food industry have succeeded in standardization; however, due to cultural and market requirements differences they had to make compromise to locale taste in order to succeed and win the market even if they are geographically near to each other. The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. Kotler, Ph. It will also discus further on adaption to local culture and weather global companies should adopt the localization and discussed some examples of global companies who has adapted themselves to localization with global strategy. Another problem could be when existing local distribution channels are controlled by local businesses, hence companies entering the local market may be forced to innovate their own distribution channels or directly distribute their products to the market Douglas and Craig, Viswanathan Peter R. Understanding and acknowledging the immense amount of language diversity in the United States can help you to better accommodate non-English speaking consumers. Little insight exists into the international aspect of corporate philanthropy. Consumers appreciate the option of reading information regarding your offerings in a language they understand. This approach may be possible only if these companies are able to produce within the competition cost line Porter, Syzmanski , defines standardization as a common pattern of resource allocation among marketing mix variables. Even though there is a general admiration for western culture, Chinese people are. Examples of localization include the translation of the cooking instructions or the ingredients of a food product or the dubbing or subtitling a foreign-language movie or series. Scenario of glocal marketing as an answer to the market globalization and localization.

Hofstede, G. The Nature of marketing infrastructure Differences in markets infrastructure can imped successful implementation of standardized marketing strategies.

standardization vs localization hrm

According to Bearden et. Standardization refers to companies using the same or similar marketing materials regardless of cultural or linguistic diversities amongst the audience being targeted.

localization strategy

One of the strategies used by firms to demonstrate their CSR is corporate philanthropy, which can include a range of options from monetary support, employee volunteerism, donations of assets or facilities to social cause advertising. Porter, Michael E.

global marketing opportunities

However, ISO -- the utility lighters' safety standard published by the International Organization for Standardization -- gives a clear and detailed account of what constitutes a safe product for consumers, leaving no room for ambiguity.

The global business and financial landscape deeply changing at a dramatic level. This implies that a thorough examination of resource allocation across countries, market segments, products is required. Journal of Environmental Policy and Planning 11, 25—

Standardization vs localization ihrm

There are many markets across the world that need special attention and adoption, hence the focus of localization strategy is directed to these different markets in different countries and regions. In this way a pure global marketing strategy is not ideal as it does not take locally related issues into account. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. For more information contact us at or visit our website at www. Yakhlef, A. Although recent research demonstrates that consumers hold global firms to a higher CSR standard than local firms and that CSR explains a significant portion of brand preferences worldwide Holt, Quelch, and Taylor, , Meyer argues that relatively little is known about the management of CSR by global firms. The following are population statistics reflecting the need for an implementation of diversified marketing strategies to accommodate the growing diversity in the United States. Many companies in the beverage and fast food industry have succeeded in standardization; however, due to cultural and market requirements differences they had to make compromise to locale taste in order to succeed and win the market even if they are geographically near to each other. However Levitt argues that, many localized markets customers, are ready to sacrifice preferences such as product features, product design, and product function for lower prices, whereas on the other side, some are ready to accept only higher quality. Travis, T. Benefits of Localization Localization allows companies to broaden their consumer base by targeting new audiences of diverse languages and customs. Tan, Q. This approach may be possible only if these companies are able to produce within the competition cost line Porter, Standardization refers to companies using the same or similar marketing materials regardless of cultural or linguistic diversities amongst the audience being targeted.
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Pankaj Ghemawat: Global Standardization vs. Localization: A Case Study and a Model