Abstract
This study will attempt to provide background information and insight into the following question: Should global consumer goods companies targeting women standardize their marketing programs worldwide or adapt them to local/regional markets? There has been much research in the general area of standardization versus adaptation. Levitt (1983) and others concluded that markets have become so homogenized that MNCs can market the same services and products worldwide by utilizing standardized marketing programs. The opposing school of thought, proffered by Boddewyn, Soehl and Picard (1986), among others, states that long-standing economic, cultural and political differences among countries require marketing programs to be adapted to specific market conditions.
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References
Boddewyn, Joan J., R Soehl and J. Picard (1986), "Standardization of International Marketing: Is Ted Levitt in Fact Right?" Business Horizons, 29 (November–December), 69–75.
Levitt, Theodore (1983), "The Globalization of Markets," Harvard Business Review, 61 (May–June), 92–102.
Mueller, Barbara (1991), "An Analysis of Information Content in Standardized Vs. Specialized Multinational Advertisements," Journal of International Business Studies, 22 (Winter), 23–28.
Riesenbeck, Hajo and Anthony Freeling (1991), "How Global are Global Brands?" The McKinsey Quarterly, 4, 3–18.
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© 2015 Academy of Marketing Science
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Sledge, S. (2015). Advertising Strategies of Global Cosmetic Competitors. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_59
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DOI: https://doi.org/10.1007/978-3-319-17395-5_59
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
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