Reference no: EM132584461

Standardization or Adaptation:

Learning from case studies U.S. researcher Theodore Levitt argued that because the world is becoming standardized and homogeneous, companies should market the same products in the same way in all countries. Technology, he claimed, causes needs and preferences to converge throughout the world. Others say that standardization is just one of many strategies to enter the international marketplace successfully. They argue that standardization is not always the best strategy and advise smaller companies to adapt to local cultures while exploiting their unique images to gain local market share. Let's go deeper to do some case studies. You can do your own research or choose companies provided here. Or you can bring new companies to shed light on for this case. Which companies have used standardization strategy or adaptation strategy in which countries? Answer with (1)specific brand name, (2)brand image, (3) relevant a country's back ground with regions, culture, history, and counterfeits. -Red Bull in Europe -Starbucks in China & Japan -Coca-Cola in China & Russia -MacDonald in China, Japan, &Russia -Muji from Japn to Europe and US