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Adaption versus Standardisation

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Intercontinental marketing version versus standardisation of international companies Demetris Vrontis

College of Business, University of Nicosia, Nicosia, Cyprus

Adaptation versus standardisation 477

Received September 08 Revised Feb . 2009 Accepted February 2009

Alkis Thrassou

Department of Marketing, School of Business, College or university of Nicosia, Nicosia, Cyprus, and

Iasonas Lamprianou

Department of Education, The College or university of Gatwick, Manchester, UK Abstract

Purpose – The objective of this newspaper is to situation multinational firms on a thready continuum implying their general attitude to standardisation/adaptation, looks at the reasons influencing multinational companies' tactical (7Ps – promoting mix) behaviour towards this, and finally presents the underlying managerial implications in the results. Design/methodology/approach – A rating size Rasch style is used to be able to place the multinational companies' frame of mind towards standardisation and variation on a geradlinig continuum. Strength equation modeling is consequently used in in an attempt to investigate the partnership between the variation and standardisation variable against other variables. An extensive materials review is usually undertaken to provide the assumptive foundation. Findings – The paper corroborates the findings of earlier research by simply placing multinational companies over a linear continuum; by identifying their overall attitude toward adaptation/standardization; through describing the partnership between AdaptStand and other factors. Furthermore, it categorises the reasons pulling to adaptation or perhaps standardisation in to " significant” and " peripheral”; and supplies valuable information towards program. Practical effects – The paper supplies marketing analysts and experts with an overview of the key factors that influence advertising tactical behavior in worldwide markets. In addition , the research goes beyond descriptive analysis to identify essential behavioural concerns and to prescribe marketing strategies regarding internationalisation. Originality/value – Though the subject matter of " adaptation versus standardisation” continues to be extensively researched, this paper provides initial work through specific quantitative evaluation of a sufficient sample of multinational businesses. The conventional paper reaches specific and explicit conclusions that scientifically evaluation existing theory on the subject, categorise factors according to their significance in the adaptation/standardisation decision method and offer useful prescriptions of marketing tactics depending on the findings. Keywords Foreign marketing, Web marketing strategy, Multinational companies, Marketing theory, Standardization Paper type Research paper

1 . Introduction Inside the field of international marketing, the controversy over the degree of standardisation or edition has entertained a significant part of previous research.

Intercontinental Marketing Assessment Vol. 26 Nos 4/5, 2009 pp. 477-500 queen Emerald Group Publishing Limited 0265-1335 DOI 10. 1108/02651330910971995

IMR dua puluh enam, 4/5

478

The subject, even though extensively researched, has not been worn out yet, as, in-depth statistical analysis and measurement of the relative pounds of elements affecting the choice are still essential to enhance the knowledge on it. This study makes a significant step toward eliminating this kind of gap and provides a valuable addition both to theoretical understanding and to managerial applications about them. Vignali and Vrontis (1999) indicate this debate commenced as early as 61, when Elinder (1961) deemed it regarding worldwide promoting. During that period, advertising and the need for worldwide standardisation i visited the cardiovascular system of the argument (Kanso and Kitchen, 2004). International advertising standardisation may have necessitated one common advertising...

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