Standardized and Localized Strategies and the Role of Culture in

In: Business and Management

Submitted By ffejdelroy1
Words 5126
Pages 21
Standardized and Localized Strategies and the Role of Culture in
Marketing and Consumption

Delroy A. Jefferson

This paper is submitted in partial fulfillment of the requirements for International Marketing

Doctorate of Business Administration
SMC University

Dr. Babu P. George

July 26, 2014

Abstract
The paper seeks to examine the arguments surrounding the issue of standardization versus localization as it highlights specific advantages and disadvantages of both as obtained from a review of the prevailing literature. It links cultural patterns with consumerism and seeks to outline an effective approach to market research for entry into international markets.
There are strong arguments for implementing standardization and localization but the literature seems to suggest that either strategy in its purest form represent polar extremes and most strategies consists of some elements of both whereby a middle ground is found.
Appropriately designed market research unearth local appeals and cultural patterns which play a crucial role in informing the international marketer of the best suited marketing strategy.
Keywords Multinational Corporation, Global Corporation, Standardization, Localization, Cultural pattern
Introduction
For several years there has been an interesting ongoing debate on the subject of what is the most suitable marketing strategy to be implemented; that of standardization across national markets as opposed to a strategy which espouses an adaptation to individual national markets. Levitt (1983) is frequently identified as a strong proponent of the market standardization of products. Opponents to this view have stated that the various barriers to standardization limits its usefulness and maintain that there are greater advantages associated with the adapting of products and marketing strategies to characteristics specific to…...

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