TO ADAPT OR TO STANDARDIZE

TO ADAPT OR TO STANDARDIZE

 The ongoing debate on whether to adapt or standardize marketing communications has been raging for decades. With the advent of the Internet, smart phones (mobile commerce), cable and satellite TV around the world, it is believed that the world is truly a smaller place today. In other words, as there is more similarity across nations in terms of level of economic development, technological advances and product availability, it is believed nations can enjoy many of the same benefits.

For a little more background you can take a look at this article:

https://www.elon.edu/docs/e-web/academics/communications/research/vol7no1/09_Kailyn_Schmidt.pdf

YOUR TASK:

Pick a brand and see how they standardize or adapttheir advertisement campaigns in different countries.

  • First describe the campaigns from different countries (of the SAME BRAND) how are they similar or different?
  • Does the brand have same (or different) campaigns for their products in different countries
  • So which approach are they taking – global standardization or adaptation?  Or something in between? How? Discuss.  Next, discuss the strategies firms adopt to advertise their products in overseas markets.
  • Do you think this product is better suited global standardization and others to localization or customization of their advertising? Why?
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