Abstract
An overall marketing strategy often articulates a preferred approach for undertaking a global expansion. This chapter introduces a framework to describe the different approaches that companies explicitly, or implicitly, adopt when expanding their foreign operations. The framework is based on the observation that some companies prefer, and can afford, to standardize the marketing mix when entering new markets, whereas others favor and are compelled to adapt the marketing mix to fit the cultural characteristics of new markets. We discuss the pros and cons of standardization and adaptation, and the contexts in which each strategy is the preferred one.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Alden, D. L., Steenkamp, J. B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87.
Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774–783.
Atlas, R. D., & Weiner, T. (2001). Citigroup to buy Mexican bank in a deal valued at $12.5 billion. The New York Times. https://www.nytimes.com/2001/05/18/business/citigroup-to-buy-mexican-bank-in-a-deal-valued-at-12.5-billion.html
Atti, M. (2022). The luxury marketing conundrum: From aspirational to inspirational. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2022/05/09/the-luxury-marketing-conundrum-from-aspirational-to-inspirational/?sh=3a7878fe5ddf
Herbig, P. (2014). The standardization versus adaptation debate: Wherefore art thou now? (pp. 47–66). Routledge.
Hsu, T. (2012). So much for slow food: Visits to fast food drive-thru windows up. Los Angeles Times. https://www.latimes.com/business/la-fi-mo-drive-thru-20120530-story.html
Leung, A. K., Qiu, L., & Chiu, C. Y. (2014). The psychological science of globalization. Handbook of multicultural identity: Basic and applied perspectives (pp. 181–201). Oxford University Press.
Miller, K. (2023). Study: Most people buying Apple products are quite young. Inside Hook. https://www.insidehook.com/daily_brief/tech/apple-products-user-age#:~:text=A%20new%20study%20by%20CIRP,Store%20on%20September%2016%2C%202022.&text=Gen%20Z%20and%20younger%20Millennials,according%20to%20a%20new%20study
QSR Magazine (2005). First McDonald’s drive-thru opens in China. https://www.qsrmagazine.com/news/first-mcdonalds-drive-thru-opens-china
Theodosiou, M., & Leonidou, L. C. (2003). Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research. International Business Review, 12(2), 141–171.
Wiener-Bronner, D. (2019). McDonald’s is bringing hits from its global menu to the United States. CNN Business. https://www.cnn.com/2019/05/08/business/mcdonalds-international-menu-items/index.html
Zhang, Y., & Khare, A. (2009). The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research, 36(3), 524–537.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Torelli, C.J., Rodas, M.A. (2024). Approaches to Global Expansions: Standardization vs. Adaptation. In: Globally-Minded Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-50812-7_13
Download citation
DOI: https://doi.org/10.1007/978-3-031-50812-7_13
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-031-50811-0
Online ISBN: 978-3-031-50812-7
eBook Packages: Business and ManagementBusiness and Management (R0)