International Brand-Name Standardization/Adaptation

Abstract

Over the course of the previous several decades, scholars have spent a lot of time discussing the ideas of standardization and adaptability. Those who adhere to the standardization approach stress the need of managers employing similar techniques because they believe that markets all over the world are similar and are moving in the same direction. Supporters of adaptation, on the other hand, claim that each market has its own unique qualities and that there are numerous aspects that might influence a manager's choice, and that marketing strategies should be devised in accordance with these facts. Standardization and adaptability both have their own set of benefits and drawbacks, much like any other. The purpose of this study is to investigate the standardization and adaption techniques of the brand name in order to determine which of these tactics is successful in certain environments.