Standardization versus Localization with Impacts of Cultural Patterns on Consumption in International Marketing

Lam Nguyen


For a company to go global, a primary question to be answered is what should be a suitable approach in international marketing strategy, whether they standardize or localize their marketing strategy to adapt to the out-of-country markets that they want to penetrate in. It also is the challenge for global corporations to decide what marketing strategy to adopt (Kotler, 2009). Nevertheless, the issue is not whether to go global but how to tailor the global marketing concept to fit each business and how to make it work (Quelch & Hoff, 1986).  In the international marketing, a number of elements including macro and micro economic environment, legal issues, culture and infrastructure should be thoroughly considered. Among these elements, the culture plays a vital role in developing the international marketing strategy for a firm.This paper is to discuss about the standardization and localization in the international marketing strategy with advantages and disadvantages of both approaches. The further discussion of impacts of cultural patterns on consumption is addressed in both standardization and localization marketing strategy.

Keywords: International Marketing Strategy, Standardization, Localization, Adaptation, Customization, Culture, Acculturation, Cultural Patterns.

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