Standardization or adaptation of the international marketing mix

2019-12-10 19:08

Abstract. The goal of this study is to analyze the degree of standardization vs. adaptation of the marketing mix elements by SMEs in their foreign sales integrating selected contingency factors into the analysis. The empirical part of the study will focus on the strategies used by ca. 190 Finnish SMEs inThe main causes of standardization and adaptation in marketing mix activities is are shown in table 2. 612 Ali Ekber Akg n et al. Procedia Social and Behavioral Sciences 150 ( 2014 ) 609 618 Table 2. The main causes of standardization and adaptation in standardization or adaptation of the international marketing mix

Standardization or Adaptation of the International Marketing Mix: The Role of the Local The author then suggests a typology of organizational solutionslocal baronies, civil war, confederation, and federationand describes two case studies to illustrate how firms travel in the model. Finally, the author develops several propositions and discusses managerial

Global Marketing Strategy Standardization vs. Adaptation. By emphasizing on one uniformed product, staff can be trained to enhance the quality of the product attracting manufacturers to invest in technology and equipment that can safeguard the quality of the standardized product offering (Products and International Marketing, n. a). standardization or adaptation of the international marketing mix

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