P/M/178. Product Standartisation vs. adaptation in the international markets

This essay addresses the complexities involved with two particular opposing approaches in international marketing; whether a product and its communications should be adapted or standardised for particular international markets, the benefits and drawbacks of each approach and the factors that contribute to such decisions being made. To conclude, the question of to what extent globalisation affects ones tastes and needs and thus the relationship with standardisation of products and services is considered.