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International Business: The New Realities, 5th Edition
book

International Business: The New Realities, 5th Edition

by S. Tamer Cavusgil, Gary Knight, John R. Riesenberger
January 2019
Intermediate to advanced content levelIntermediate to advanced
576 pages
33h 19m
English
Pearson
Content preview from International Business: The New Realities, 5th Edition

Standardization and Adaptation: A Balancing Act

A managerial decision about standardization and adaptation is not an either-or decision but, rather, a balancing act. There are good arguments and outcomes that favor both options; it is up to senior marketing managers and the global new-product planning team to sort out the trade-offs, given the distinctive environments where the firm operates.

Photo of a pair of hands holding a tablet and trying to capture the scene in front in a photo.

Smartphones, tablets, and other popular consumer electronics have a worldwide following and require little adaptation from country to country.

Source: Brezina123/123RF

Perhaps the most important distinction between standardization and adaptation is that ...

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Publisher Resources

ISBN: 9780136763017