Standardizing and/or Adapting International Marketing Strategy

Introduction Taking into account the current international market, companies have considered the process of globalization and related activities as the only technique to remain competitive. Decision-making related with the best international marketing mix has remained crucial mainly due to the fact that the arrangement influences the performance. According to literature, there is close relationship between standardization and performance. However, companies strategies tends to have influence toward performance especially techniques connected with marketing mix (Viswanathan and Dickson 2007). Companies are expected to make precise decision when considering the move to expand in the foreign markets. The reason behind this is that there are various aspects that impact the decision-making process such as……………

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