Published by:
Harvard Business Publishing
Length: 11 pages
Abstract
The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies'' overall business strategy, which products will benefit from the economies or efficiencies of standardization, which products won''t fight cultural barriers, what trade-offs will result from standardizing various elements of the marketing mix, and how standardization will vary from country to country.
About
Abstract
The big issue for multinationals today is not whether to go global but how to tailor the global marketing concept to fit each business. In determining the degree of standardization or adaptation that is appropriate, managers should consider their companies'' overall business strategy, which products will benefit from the economies or efficiencies of standardization, which products won''t fight cultural barriers, what trade-offs will result from standardizing various elements of the marketing mix, and how standardization will vary from country to country.