International Brand-Name

Standardization/Adaptation
Antecedents and Consequences

BY
GROUP 6
GALLO NOéMIE , GATEL SéBASTIEN , DUTTA AVIK , SINGH
SUNIL
 A marketing management debate :
 “standardization” vs. “adaptation”


 SCPframe work:
 Structure Environmental Factors
 Market structure
 Conduct Brand name strategy
 Performance Cost Savings
 Sales volume
  Environmental factors :
 Religion
 Language
 Education
he differences between Home & Host country environmental factors, the less standardized
 Economy
 Technology
 Market Structure :
 Intensity of competition
 Intensity of buyers
2 The greater the intensity of market structure factors , the less standardized is the brand na
 Intensity of distributors
 Conduct :
 Brand name strategy


 Performance :

H3 The less standardized the brand name , the less are the cost savings of the brand.

Cost savings

Sales volume
H4 The less standardize the brand name, the greater is the sales volume for the brand
Discussion
 TheofresearchParameter
Nature shows following areas-
Estimate t- value Hypothesis
Relationship
1.
2. Environmental
Environmental GammaFactors
.12 1.44 Branding
H1 is not
Strategy
differences and 11 supported
brand -name
3. factors and Gamma .34
Market
strategy 2.86 H2
brand- name Structure
4. Market 11 Branding supported
Strategy
strategy
5. –name
Brand Bita 21 -.69 - 2.57 H3 supported
strategy and costStrategy
6. Branding cost savings and cost
savings
Brand – volume
name Bita 31 -.17 - 2.04 H4 is not
7.
strategy and sales supported
volume
8.
 Implications and Future
Directions
be more influential as firms move into rural areas of host countries and market product tha

Standardization lead to cost savings and also increase sales volume

he intensity of large number of buyers and sellers in the market firms want to modified bran
Large number of distribution channel for the product are intense then firms go for adaptatio
 Branding and culture - The
strategic winning combination

 Understand the local market
e dilemma between the Standardization/Adaptation of brand companies should focus on the

 Finer segmentation for faster adaptation
sic example of a global brand which has pioneered serving the locals with products that address the loc

Hindustan Level Limited (HLL) has been the leader in recognizing the tremendous opportunity lying at
 Channels – A strategic brand component
owing importance of rural customers in the Indian mobile telephone market which grew from a mere 300,000 subscrib

Nokia to the Indian consumer as Nokia displayed a genuine commitment in responding to local customer needs

 Bottom of the pyramid customers

 Global brands’ local act