Standardisation versus adaptation (MARKETING) Essay

Standardisation versus adaptation (MARKETING) - Essay Example es to maintain a consistence image across all the markets whereas adaptation offers them better opportunity to reach the target audience and consumers through the communication process. This literature work is being produced to understand various factors of the controversial Standardisation versus adaptation strategy of international communication strategy. In the recent past, economies of various part of world have experienced tremendous change due to the fast changes in technology and socio-economic patterns. These changes have raised various issues. One of them is the international communication strategies for a global company. Standardised communication process among all kind of customers has been criticised. It is on the basis of the differences in the consumer choices and preferences across various consumer groups. There have been various debates on the global marketing mix strategies for the international market. Lots of studies and opinions have been developed. (For example, Ghoshal, 1987; Jain, 1989; Levitt, 1983; Quelch and Hoff, 1986)1 The communication process for the different market focusing on advertising issues, its objectives, message, presentation and various decisions related to advertising has gained attention and interest of most of the researchers. It was early 1960 when the issue of advertising standardization in foreign markets was first discussed. (Elinder, 1961; Fatt, 1964)2 Any product or service is result of needs and wants of buyers and consumers. This is the basic factor of any communication process. The objective of communication can be knowledge, persuasion, purchase, interest and others. All of it is based on the basic factor of ‘need’ of consumer. Various authors and researchers have focused on this factor for the international communication strategy as well advocating the universal advertising approach (Fatt, 1967; Buzell, 1968; Sorenson and Weichmann, 1975; Killough, 1978; Levitt, 1983).3 Cost effectiveness, clarity of