ENG ELC 220 Lecture Notes - Lecture 9: Profit Margin
1 Nov 2020
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Document Summary
50 years of research on international standardization and adaptation from a systematic literature analysis to a theoretical framework. It is controversial whether internationalization is an indication pf globalization or rather an expression or regionalization. International firms face the challenge of finding the optimal balance between standardizing and adapting their marketing. Questions of international marketing standardization / adaptation are crucial for the firm"s overall internationalization strategy and structure and have major implications for the headquarters-subsidiary relationship with multinational enterprises. The decision-relevant situational factors and their actual influence on managers" strategic decision- making have to be considered in order to understand how and why specific standardization. Pivotal question is not if, but in which situation a specific degree of international marketing standardization/adaptation is likely to enhance the firm"s (financial and/or non-financial) performance. Many studies that are based on the concept of fit yields valuable results.
