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.
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© 2015 Academy of Marketing Science
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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
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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
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