BACKGROUND and CONTEXT
Taking your business global and successfully selling your products and services in international markets can pose many challengers. Through the years we have witnessed many multinational companies make costly errors when attempting to sell to a global audience. These errors are primarily explained by a lack of understanding of how Standardization and Adaptation play in international markets. This research paper examines the issues of standardization (global strategy) and adaptation (customization) in global marketing strategy and suggests methods that can guide multinational companies compete effectively and efficiently within the international markets.
Taking your business global and successfully selling your products and services in international markets can pose many challengers. Through the years we have witnessed many multinational companies make costly errors when attempting to sell to a global audience. These errors are primarily explained by a lack of understanding of how Standardization and Adaptation play in international markets. This research paper examines the issues of standardization (global strategy) and adaptation (customization) in global marketing strategy and suggests methods that can guide multinational companies compete effectively and efficiently within the international markets.