Adaptation strategy implemented at extreme scale may compromise core competitive advantage of a global brand causing disparity of image of the company. Il me semble qu'avec ces programmes, dans leur esprit (croisement d'objets d'études et de perspectives d'études), l'adaptation eût été beaucoup plus simple et … Arguments pour la standardisation de la politique de produit. Organisational factors relate to organisational culture, type of ownership, the degree of international experience and the share of revenue from international markets (Theodosiou and Leonidou, 2003). Market entry strategies, branding strategies and the levels of standardisation or adaptation of each single element of marketing mix can be rightly specified as critical success factors directly impacting the success of business in the new market. But curiously, most of these studies have looked only at a single element in the marketing mix (14 of the studies focused on advertising). The case study of McDonald’s can be mentioned to illustrate this point. Avec ACA CI A (Aide au Choix et à l'Adaptation des Couverts d'Interculture dans les Assolements) vous pourrez, entre autres, avoir les renseignements suivants : - Nombre de pieds de chaque espèce du mélange, - Répartition selon les familles botaniques, - Complémentarité des couverts (exploration racinaire & compétition aérienne), Nous allons, à travers l'étude de la publicité Nespresso, illustrer cette thèse. Emmanuel AhoulouVineet Kumar Tyagi Tatiana Serrano Xingang Yu 2. Notre travail a été décliné en deux grandes parties : la production et la réception. This paper reports the findings from a postal survey investigating selected characteristics of winners of the Queen’s Award for Export, arguably the premier award for export achievement in the UK. Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. (1969) “The Tortous Evolution of the Multinational Corporation” Columbia Journal of World Business” Vol.4, Issue: 1, 1969, Poulis, K. & Poulis, E. (2013) “The influence of intra-national cultural heterogeneity on product standardisation and adaptation: A qualitative study” International Marketing Review ,Vol.6, Issue 3, 2013, Schmidt, S.O., Tyler, K. & Brennan, R. (2007) “adaptation in inter-firm relationships: classification, motivation, calculation” Journal of Services Marketing, Vol.21, Issue 7, 2007, Schumpeter, J. (2007) confirm that application of standardisation can offer advantages of economies of scale in buying, and cost advantages associated with replications of store design and marketing techniques. ont le choix entre la mise en place soit d’une stratégie d’adaptation soit de standardisation. Les stratégies d'offre marketing à l'international :Adaptation ou standardisation ? September 2011 DOI: 10.14428/rec.v33i33.51883 The fact that so much recent reporting focuses on the export of back room operations indicates that one factor in globalisation is the degree of customer contact. It may have to pay more to get those skills. The unique features of the location (for example tourist attraction or reputation of service personnel) will dictate the selection of this strategy. (2012) “A contingency approach to International Marketing strategy and decision-making structure among just exporting firms” International Marketing Review, toVol.29, Issue 1, 2012, Cole, G.A. Ce forum permet de créer des contacts professionnels et amicaux entre collègues, et d'échanger sur le monde de l'éducation et la pédagogie. This argument can be justified by mentioning the case study of Disneyland Co. Politique d’internationalisation : Standardisation Glocalisation L’adaptation 1. Presentation Mode Open Print Download Current View. Standardisation versus adaptation 1. techniques de politique de produit à l’international, à noter : La standardisation; L’adaptation; La standardisation adaptée; Stratégie de standardisation L’entreprise qui applique une politique de standardisation de son produit offre une version unique d’un produit ( le produit vendu sur le marché domestique) sur l’ensemble de ses marchés étrangers. Along with advantages discussed above, there are certain drawbacks of adaptation strategy. (2009), the extent of standardisation in international marketing depends on the following five factors: target market, market position, nature of product, environmental and organisational factors. Entre affiliation et adaptation locale, McDonald’s, précurseur d’un modèle économique se place comme marque créatrice d’opportunités au rang international. Unique aspects of local culture may have huge impacts on the perception of each component of the marketing mix in general, and the marketing message in particular. & Lamprianou, I, (2009) “International Marketing Adaptation versus Standardisation of Multinational Companies” International Marketing Review, Vol. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptation of products and service in new markets. Nous avons donc vu qu’à l’heure de la mondialisation, les entreprises doivent atteindre un équilibre adéquat entre standardisation et adaptation. (2012) “Relevance Lost! <24) En fait, les résultats des tableaux 2B et 2C sur les effets spécifiques de la parité et de l'âge au mariage/rang de mariage ont été obtenus en ajustant à nos données un modèle à 3 facteurs A + В + CD, et non des … Next. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptati… At the same time, the company uses adaptation through introducing Maharaja Mac in India, Mc Arabia in Middle East, and Mc Nuggets with chilli garlic sauce in China (Schumpeter, 2011). The essay is completed by drawing conclusions on standardisation vs. adaptation debate and its relevance to the modern marketplace. Many of the back room operations moving offshore are doing so to acquire less expensive, but well-educated labour. - Completely free - with ISBN However, standardisation can be associated with certain disadvantages. It is important to note that this essay has presented discussion of standardisation vs. adaptation argument mainly with disregard to industry-specific factors, and in real-life business environment the extent of standardisation or adaptation is different for each industry. Some services were international in scope long before the term “scientific management” was ever invented or the first marketing course was taught. 1.Greater conformance to product specifications-----high market share. Le Banana Slide de ONLEVEL convient à la quasi-totalité des installations. (2004) “Management: Theory and Practice” 6th edition, Cengage Learning, Donelly, R. (2009) “CIM Course book: Customer Value through Marketing” Routledge, Gupta, S. & Randhawa, G. (2008) “Retail Management” Atlantic Publishers & Distributors, Hallgren, M., Nilsson, A., Blomquist, T. & Soderholm, A. Cependant, cette différenciation fait l’objet de nombreux désaccords, les uns optant pour l’adaptation, les autres pour la standardisation (Agrawal, 1995). Red Bull GmbH, Austrian energy drinks manufacturer uses adaptation strategy in relation to all elements of marketing mix to a great extent. A Conceptual Model of International Marketing Strategy in relation to standardisation vs. adaptation has been introduced by Theodosiou and Leonidou (2003). (McLoughlin & Fitzsimmons, 1996), - Publication as eBook and book (2y> Une discussion plus complète des liens entre la standardisation et les modèles de régression des quotients instantanés se trouve dans Hoem, 1987. However, we will first give an overview about earlier research done within this field. Imprimer ; Par définition la franchise repose sur la standardisation. STEP 5: PESTEL/ PEST Analysis of Standardization Vs Adaptation Case Solution: Pest analyses is a widely used tool to analyze the Political, Economic, Socio-cultural, Technological, Environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to be dangerous in future. Products, on the other hand, have the following characteristics: tangible; a product; homogenous; production and distribution are separate from consumption; (normally) the customer does not participate in the production; transfer of ownership; and can be kept in stock. According to this strategy Nokia focuses on selling low-cost basic but affordable products such as Nokia 3410 and Nokia 105 in market in African continent where customer purchasing power is low, whereas, the same company offers smartphones with advanced features and capabilities such as Nokia Lumia and Nokia E series in North America and Europe. … 1.2.2.4. For example, the fast-food chain has introduced Kaisu Burger in Singapore, after locally popular comic character Mr. Kaisu. In other words, global businesses pursuing standardisation strategy are able to respond to changes in individual markets to a lesser extent compared to local businesses or businesses using adaptation strategy. According on local culture in North America red colour perceived as a symbol of action and courage, whereas blue colour is associated with youth and dynamism (Brown et al., 2012). Ici, il s'agit d'appliquer le même mix-marketing que celui mis en oeuvre sur son marché actuel ou dit de base. Il est impossible de déterminer le degré adéquat de standardisation / d'adaptation d'un produit sans connaître le contexte précis de l'entreprise qui le fabrique. Adaptation strategy usually eliminates the chances of benefiting from the economies of scale. Parlons ici du détachement et du contrat local, pour comprendre l’importance du choix du contrat pour l’équité salariale. Extended marketing mix also comprises people, process and physical environment along with its four core components mentioned above. * sélectionner le produit qui a le potentiel le plus élevé à l'exportation * choisir entre la standardisation et l'adaptation de ce produit. Not all services are the same. Les adaptations physiques et comportementales ça vaut aussi pour les oiseaux mais au lieu que sa soit leurs dents qui change c'est la forme de leurs becs Quand on parle d'adaptations physique ça peut être par exemple la forme du crâne d'un animal qui correspond à son régime Ces dimensions différentes sont expliquées à ce point du dossier. En revanche, l’adaptation est indispensable en raison des nombreuses différences entre les consommateurs locaux et étrangers. Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. High level of effectiveness of monitoring the outcome of marketing communications also contributes to efficiency of standardisation strategy (Chung et al., 2012). In other words, standardisation and adaptation strategies do not have to be mutually exclusive; however, an adequate level of balance needs to be maintained between the two. standardisation des produits et des goûts. d’exécution, entre standardisation et adaptation, est apte à éviter ces phénomènes de sur-rationalité. 26, Issue: 4/5, 2009. Le débat entre marketing global et marketing local a lieu depuis les années 1960. In contract services such as computer software development, the ability to customise the work to meet customer needs is important. Elle suppose de comprendre les … Moreover, according to the Conceptual Model of International Marketing Strategy the degree of standardisation or adaptation in new market has direct implication on sales, profits, market share, the levels of customer satisfaction, and composite performance. However, due to significant cultural differences between Hong Kong and West, the financial performance of Disneyland in Hong Kong has been well below the expectations. Finis les Premium, Master et FCK100. LA STANDARDISATION DE L’AMAZIGHE (BERBÈRE) AU MAROC : ENJEUX ET RÉCEPTION AUPRES D’ENSEIGNANTS by asderes in Types > Research > Literature y la standardisation … Winer, R. (2009), “New Communications Approaches in Marketing: Issues and Research Directions,” Journal of Interactive Marketing, 23 (2), 108–17. - Marketing différencié ou multi-segmenté - Multisegment marketing : … La Standardisation Et L'adaptation. 2, pp. La première solution oblige la société de s'adapter aux différence … The orange tab ... La hauteur doit être comprise entre 54 cm et 125 cm. Le marketing interculturel INTRODUCTION A l’heure actuel, face à la recherche des prix les plus bas par les consommateurs, mais aussi des profits plus élevé par les entreprise, on constate que l’internationalisation s’impose à la plus part des entreprises. Standardisation and Adaptation Within International Marketing Context 24708 Words | 99 Pages. Decisions by Nike strategic management to increase the level of adaptation of its marketing message for international markets might negatively affect its core brand identity compromising its chances for further growth. Généralement, l'adaptation d'un produit est valorisée par le client local, mais augmente les coûts de développement et de production. entre la traduction et l'adaptation, processus qui d'ailleurs ne sont nullement incompatibles. Standardisation and Adaptation. The slogan of a global sports clothing company Nike, ‘Just Do It’ can be mentioned to justify this argument. Once a specific new market entry strategy is selected, the choice of extent of standardisation can be specified as one of the most important critical success factors in the new market. Le terme « marketing global » s'oppose ainsi à « marketing local » qui signifie des programmes marketing et des actions marketing adaptés à l'environnement national de chaque marché. On the other hand, adaptation strategy can be applied in order to address differences associated with each individual market; however, adaptation comes for an extra cost and this fact may compromise price competitiveness of relevant products and services.