The creation of the AdaptStand process in international marketing

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    The literature on international marketing debates two perspectives. On the one hand, those who support the standardisation approach argue that multinational companies’ behaviour should be uniform to minimise total costs and promote a global corporate image. On the other hand, those who support the adaptation school of thought see the need for adaptation to fit the unique dimensions of each local market. This research consists of a questionnaire survey and investigates companies’ practical level of adaptation and standardisation in international markets. It identified that both approaches coexist and it developed the AdaptStand Process, which aids practitioners in identifying the level of integration.

    Original languageEnglish
    Pages (from-to)7-21
    Number of pages15
    JournalInnovative Marketing
    Issue number2
    Publication statusPublished - 2005


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