Integrating standardisation/adaptation in international marketing strategies: companies in Latvia
2015
Batraga, A., University of Latvia, Riga (Latvia) | Puke, I., University of Latvia, Riga (Latvia)
Developing an international marketing strategy, companies need to make decisions on the standardisation/adaptation degree for each marketing strategy element. Scientific research results show that it is impossible to make a recommendation that could suit any company. The most successful companies are those that make decisions with respect to standardisation and adaptation according to the circumstances and demand on each export market as well as on the basis of the company strategy and the resources available. Product standardisation on the international market would cause significant savings for the company on the global scale. It is usually possible to standardise a product to a certain degree, as the necessity to adapt products to the needs of consumers in various countries, due to legal, cultural and economic reasons, does occur. The aim of the research presented in this article is to assess the practices for the standardisation and adaptation of the international marketing strategy elements in the largest Latvian exporter companies. The study also evaluates the influence of international marketing strategy elements on the export business results of the companies.
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