International Marketing Strategy: Standardization versus Adaptation

The debate on the standardization and adaptation of marketing strategy is not new, but the researchers not yet came to an agreement that which strategy is better to serve the international market. The aim of this research paper is to evaluate the previous researches and evaluate that which international marketing strategy is better. After the extensive research on the topic authors find out that standardization strategy is used to achieve the economies of scale and it is used when the target market has the similar needs and wants. While on the other hand adaptation strategy is appropriate when the consumers have a different needs, wants and preferences and when there is a significant difference in the socio economic conditions of the target market. The key to succeed in the international market is to use the mix of standardization and adaptation strategy and try to create the balance between the two.