Adaptation vs. Standardization in International Marketing – the Country-of-Origin Effect

Innovative Marketing, Volume 3, Issue 4, 2007 Demetris Vrontis (Cyprus), Alkis Thrassou (Cyprus) Adaptation vs. standardization in world(prenominal) merchandising the country-of-origin power Abstract The literature on external merchandising presents a confrontation between two mainstream schools of thought regarding international marketing. The one supports the standardization approach and argues that multinational companies behavior should be uniform to minimize total costs and promote a global corporate image. The other argues for the need for adaptation to habilitate the unique dimensions of each local market. This research investigates companies practical train of adaptation and standardization in international markets. It identifies the two approaches as co lively and subsequently distils the findings of an extended literature review to run across the degree and nature of the country-oforigin effect in the process. The conclusions be that the effect has a universal and diachronic existence, though its manifestation into tangible consumer attitudes and preferences varies considerably. The dissimilarity of consumer behavior both between and within various(prenominal) markets is a result of specific combinations of collective and personal parameters.

The findings are extrapolated and ultimately integrated in the Internationalization Factors Model to lead a much comprehensive understanding of the internationalization process. Keywords: international marketing, country of origin, adaptation, standardization, adaptstand, consumer behavior. Introduction Multinational companies (companies that compete in more than one country), in their aim to develop their business practices, append profitability and overcome any problems related with the saturation of existing markers, expand their operations to overseas markets. 1 Within the flying field and literature of international marketing, when a company decides to begin marketing products abroad, a fundamental strategic decision is... If you want to originate a full essay, order it on our website: Orderessay

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