Access the full text.
Sign up today, get DeepDyve free for 14 days.
John Dunning, R. Narula (1996)
Explaining the 'new' wave of outward FDI from developing countries: the case of Taiwan and Korearesearch memorandum
E. Helpman (1985)
Multinational Corporations and Trade StructureThe Review of Economic Studies, 52
D. Ericson
Standardized approach works well in establishing global presence
W. Keegan (2018)
Global Marketing Management
Alan Deardorff (1998)
Fragmentation Across Cones
S. Brainard (1993)
A Simple Theory of Multinational Corporations and Trade with a Trade-Off between Proximity and ConcentrationNBER Working Paper Series
M. Kacker
Export‐oriented product adaptation – its patterns and problems
R. Feenstra, G. Hanson
Foreign direct investment and wage inequality: evidence from Mexico's maquiladoras
Bodo Schlegelmilch (2016)
Global Marketing Strategy
J. Markusen, K. Maskus (2001)
General-Equilibrium Approaches to the Multinational Firm: A Review of Theory and EvidenceIndustrial Organization & Regulation eJournal
R. Buzzell
Can you standardize multinational marketing
Françoise Simon-Miller (1986)
WORLD MARKETING: GOING GLOBAL OR ACTING LOCAL? FIVE EXPERT VIEWPOINTSJournal of Consumer Marketing, 3
R. Jones, H. Kierzkowski
Globalization and international fragmentation
T. Levitt (1983)
THE GLOBALIZATION OF MARKETS, 61
F. Simon‐Miller
World marketing: going global or acting local
Sven Arndt (1997)
Globalization and the Open EconomyInternational Trade
E. Helpman
A simple theory of trade with multinational corporations
H. Perlmutter
The tortuous evolution of the multinational corporation
Y. Wind (1986)
THE MYTH OF GLOBALIZATIONJournal of Consumer Marketing, 3
M. Haig
Brand Failures
James Brander, Helpman, Krugman (1985)
Market structure and foreign trade
S. Brainard (1993)
An Empirical Assessment of the Proximity-Concentration Tradeoff between Multinational Sales and TradeInternational Trade
D. Holt, J. Quelch, E. Taylor (2004)
How global brands compete.Harvard business review, 82 9
R. Feenstra, Gordon Hanson (1995)
Foreign Direct Investment and Relative Wages: Evidence from Mexico&Apos;S MaquiladorasLatin American Economics
J. Farley, J. Wind (1980)
International Marketing: The Neglect ContinuesJournal of Marketing, 44
P. Cateora, J. Graham
International Marketing
S. Jain (1989)
Standardization of International Marketing Strategy: Some Research HypothesesJournal of Marketing, 53
J. Markusen (1984)
MULTINATIONALS, MULTI-PLANT ECONOMIES, AND THE GAINS FROM TRADEWorld Scientific Studies in International Economics
K. Williams, C. Haslam, John Williams, A. Adcroft, S. Johal (1993)
The Myth of the Line: Ford's Production of the Model T at Highland Park, 1909–16Business History, 35
J. Boddewyn, R. Soehl, Jacques Picard (1986)
Standardization in international marketing: Is Ted Levitt in fact right?Business Horizons, 29
E. Helpman (1984)
A Simple Theory of International Trade with Multinational CorporationsJournal of Political Economy, 92
A. Chandra, D. Griffith, J. Ryans (2002)
Advertising standardization in India: US multinational experienceInternational Journal of Advertising, 21
Purpose – For several years, the domestic markets of manufacturing organizations have started to reach maturity and companies have sought to expand their international operations in order to grow. This has meant that there has been an increasing emphasis on the debate on whether companies should remain global or localize their marketing mix, and to what extent each element should be adapted or standardized. The paper aims to explore the degree to which manufacturing organizations need to standardize or adapt elements of their marketing mix. It demonstrates how a balance can be created between global and local approaches. Design/methodology/approach – The paper defines the key concepts of adaptation and standardization and outlines contrasting viewpoints in the literature. It uses existing frameworks as a basis for analysis. The use of case study examples that demonstrate both international brand failures and brand successes shed light on balancing local and global markets. Findings – The paper provides insight into the different approaches that manufacturing organizations can follow when expanding into international markets. The paper argues against the statement “manufacturing organizations are either mindlessly global or hopelessly local” and demonstrate that manufacturing organizations can successfully combine a global and local approach if they carefully choose the elements that they adapt or standardize. Originality/value – This paper is based on previous research between manufacturing companies operating in Europe and the Middle East. It is therefore vocationally original. It is of value to manufacturing companies, which need to understand how they can balance global and local markets.
Assembly Automation – Emerald Publishing
Published: Apr 20, 2010
Keywords: Globalization; Localization; Manufacturing industries; Europe; Middle East
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.