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An
Analytical
Take on
How Local
Culture
Effects
Internation
al
Exporting
International Marketing
Stefan Greaves
20651717
Stefan Greaves
20651717
Stefan Greaves
20651717
Stefan Greaves
20651717
both strategies at the same time to increase market share. Sorenson, R. et.al.
(1975); Prahalad et.al. (1986); Boddewyn et al. (1986); Douglas et.al. (1987);
Kim, W. et.al (1987); Choi, K., et.al (1996); Terpstra et.al. (1997); Vanaij. (1997);
Hennessey. (2001); Vrontis. (2003); Vrontis et.al. (2005).
A great example a UK company using a successful combination strategy of
standardisation and adaption is Tesco. When they looked to enter Chinas
supermarket market, they decided to keep the brand the same as the UK but
adapt slightly too local culture. By adding foods to stores which are more
commonly eaten by Chinese locals, Employing locals and introducing Tai Chi in
the mornings, this meant Tescos now related to Local culture, yet still being able
to keep that global brand consistency. Therefore, companies who adopt both
processes must make it their concern to attempt to standardise each variable of
the marketing mix first and then if required adapt if the market demands it. In
conclusion, due to the complex nature of a foreign market and financial
implications it could be said that companies feel it is easier to standardise their
product however, adaption would be the obvious choice for companies who focus
on the customer. That being said an approach which encompasses both
processes could lead to an increase in market share and profitability.
References
Albaum, G. and Duerr, E. (2011) International Marketing and Export
Management
Chung, H. (2007), "International marketing standardisation strategies analysis: a
cross-national investigation", Asia Pacific Journal of Marketing, 19, pp. 145-67.
Dicken, P. (1998), "Global Shift, Transforming the World Economy
Dimitrova, B. and Rosenbloom, B. (2010). Standardization Versus Adaptation in
Global Markets: Is Channel Strategy Different?, Journal of Marketing Channels,
17, pp. 2-5.
Douglas, S., and Wind, Y. (1987), "The myth of globalization", Columbia Journal of
World Business, 22, pp. 19-29.
Ghauri, P.N. and Cateora, P. (2010) International Marketing
Hassan, S.S., Craft, S. and Kortam, W. (2003), "Understanding the new bases for
global market segmentation", Journal of Consumer Marketing, 20, pp. 446-62.
Helming, A. (1982), "Pitfalls lie waiting for unwary marketers"
Hennessey, J. (2001), "Global Marketing Strategies"
Jain, S.C. (1989), "Standardisation of international marketing strategy: some
research hypotheses", Journal of Marketing, 53, pp. 70-9.
Stefan Greaves
20651717
Stefan Greaves
20651717