Vol. 4, Issue 1 (2019)
Global standardization in international marketing
Author(s): Ayush Bansal, Arihant Jain, Dev Bhatanagar, Arsh Jalota
Abstract: Despite being in the era of Globalization has the market patterns become so much similar that standardized marketing strategies can be implemented. However, there are several marketing factors like pricing, place etc. that differs according to developing and developed countries. In this study, we examine that if a product is successful in the home country then should the marketing strategies be standardized or adapted. The only element that can be standardized for some extent is promotional strategies but rather as a whole it can only be a brand that has a strong presence in the global market. We have also taken some examples who have successfully able to adopt either of the two.