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Business
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They further suggest that differences between countries are more a matter of degree rather than direction (Boddewyn et al, 1986) and thus the marketing mix from a global brand must be focused on the similarities of consumers around the world. Drawing upon Melewar & Claes (2004), the major benefits from standardization can be summarized as economies of scale, consistent brand image and cost reductions in planning and control...
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Drawing upon Melewar & Claes (2004), the major benefits from standardization can be summarized as economies of scale, consistent brand image and cost reductions in planning and control.
ADAPTATION:
Proponents of the adaptation school of thought, on the other hand argue that the difference between cultures is so vast that standardization is not possible (Solberg, 2002)...
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