Abstract
Company uses globalization/standardization when its products are produced for many markets in the same way. A company uses adaptation when it produces special or modified products for different markets.
Standardization implies that the company uses the same brand name for the markets it operates in, the brand name is global. Global brand name implies that the product is recognized worldwide, global brand name vehicles the values of the brand such as its quality, its image and its experience. It enables the customer to evaluate the brand and to identify himself to the brand.
