Abstract
In the last few decades, competition has increased at international level due to the liberalization of trade policy. In such highly dynamic and vibrant business environment, it's very difficult to operate internationally. Nowadays, global corporations face difficult decisions regarding what marketing to adopt. A basic question arises what should be the marketing strategy of the company when they go global, whether they standardized their processes or adapt their marketing strategy according to the environment. Indeed, we have two visions on employing the standardization or the customization. According to some research, the bases of the arguments of the supporters of standardization are that needs and wants of the customer do not vary significantly at their international level.
Thus, in their view the world is becoming progressively more homogenous in relation to requirements of the customers and environmental factors despite of their regional and geographical location. While, the supporters of customization strategy thinks that it is very difficult to use standardization approach across the globe. Their arguments are based on the fact that there are significant differences in the countries and even between the different regions of the same countries. On the second part of our analysis, we are going first to give global definition of both strategies and then we will illustrate our view by giving example.
