Abstract
The purpose of this paper seeks to clarify the central issue of standardization vs. adaptation debate and complement the knowledge regarding the implementation strategy. According to the literature review and case study of three MNCs in Asia Pacific, this paper suggests a clear dividing line between standardization and adaptation should be based on the “strategic components” of marketing mix strategy, which include brand name, product feature, package graphic, and copy strategy. Regional standardi- zation will be the first step for international business before going to global standardization.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Chen, A.Ch. (2015). Strategic Standardized Marketing in Asia Pacific Region. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_44
Download citation
DOI: https://doi.org/10.1007/978-3-319-17320-7_44
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
eBook Packages: Business and EconomicsBusiness and Management (R0)