For example, Nokia Corporation, a global communications and information company based in Finland focuses on product adaptation on new markets to a great extent, while other elements of marketing mix a subjected to adaptation to a lesser extend. parmi les variables les plus importantes à prendre en considération lors de l'élaboration d'une politique de marketing international c'est la culture de pays à laquelle on va exporter. (2012) “A contingency approach to International Marketing strategy and decision-making structure among just exporting firms” International Marketing Review, toVol.29, Issue 1, 2012, Cole, G.A. En revanche, l’adaptation est indispensable en raison des nombreuses différences entre les consommateurs locaux et étrangers. Thus, McDonald’s is able to achieve advantages of both, standardisation and adaptation strategies in global marketplace. Adaptation ou standardisation des produits. celle du choix entre l’adaptation ou la standardisation des décisions. standardisation et la flexibilité sont des méthodes à la fois antagonistes et complémentaires qui, dès la phase de ... phase de conception, facilitent les choix de conception en faveur de la prévention des déchets. 24, Issue 3, 2012, Chung, H.F. (2009) “Structure of marketing decision-making and International Marketing standardisation strategies” European Journal of Marketing Vol.43, Issue: 5, 2009, Chung, H.F., Wang, C.L. III. The process of gaining in-depth knowledge about specifications of the local market, and adjusting elements of marketing mix accordingly can last many months, and during this period the market may become saturated by local businesses or foreign businesses pursuing standardisation strategy. Avec ACA CI A (Aide au Choix et à l'Adaptation des Couverts d'Interculture dans les Assolements) vous pourrez, entre autres, avoir les renseignements suivants : - Nombre de pieds de chaque espèce du mélange, - Répartition selon les familles botaniques, - Complémentarité des couverts (exploration racinaire & compétition aérienne), Il est vrai que le marketing international se distingue du marketing national par le fait qu’il interprète des variables plus nombreuses et plus complexes. Go to First Page Go to Last Page. Neoprofs.org, 1er réseau social enseignant, s'adresse aux professeurs et personnels de l'Education nationale. Korotkov et al. The strategy of adaptation proves to be effective for mass consumption of products in general, and grocery products in particular as the level of cultural sensitivity towards such types of products tend to be high. According on local culture in North America red colour perceived as a symbol of action and courage, whereas blue colour is associated with youth and dynamism (Brown et al., 2012). Choisir entre vingt objets, c’est renoncer à dix-huit autres. Winer, R. (2009), “New Communications Approaches in Marketing: Issues and Research Directions,” Journal of Interactive Marketing, 23 (2), 108–17. Le débat entre marketing global et marketing local a lieu depuis les années 1960. Standardisation critics argue that its application diminishes the levels of flexibility of the business in new markets. In this way global businesses can take advantage of benefits offered by standardisation such as achieving economies of scale and exercising the same competitive advantage for all markets, at the same time when taking advantage of benefits offered by adaptation as well such as addressing unique needs of local customers and responding to changes in local marketplace in rapid manner. * sélectionner le produit qui a le potentiel le plus élevé à l'exportation * choisir entre la standardisation et l'adaptation de ce produit. Differences in relevant government legislations and conditions of consumption of products and services can be mentioned as additional factors supporting the adoption of adaptation strategy. Labour intensity is currently a factor in the globalisation of services. (2009), the extent of standardisation in international marketing depends on the following five factors: target market, market position, nature of product, environmental and organisational factors. Market entry strategies, branding strategies and the levels of standardisation or adaptation of each single element of marketing mix can be rightly specified as critical success factors directly impacting the success of business in the new market. (2004) “Management: Theory and Practice” 6th edition, Cengage Learning, Donelly, R. (2009) “CIM Course book: Customer Value through Marketing” Routledge, Gupta, S. & Randhawa, G. (2008) “Retail Management” Atlantic Publishers & Distributors, Hallgren, M., Nilsson, A., Blomquist, T. & Soderholm, A. Il ne s’agit plus de faire un choix entre standardisation et adaptation mais bien de combiner les deux au sein de la communication publicitaire. Compromise between standardisation vs. adaptation argument can be achieved in a way that standardisation can be applied in order to develop global marketing strategies in general, at the same time when applying adaptation to address unique aspects of local markets. When pursuing product adaptation strategy differences of specific markets can be addressed at product development stage, accommodating differences in customer wants and needs in an effective manner. On one hand, standardisation offers significant cost advantages, but it fails to address some of the differences associated with each individual market. Le terme « marketing global » s'oppose ainsi à « marketing local » qui signifie des programmes marketing et des actions marketing adaptés à l'environnement national de chaque marché. L’exemple du Sénégal permet de voir quels sont les processus à l’œuvre. - High royalties for the sales This slogan effectively communicates the same marketing message and promotes the same lifestyles in the global scale, and so far Nike has immensely benefited from this strategy in terms of profit maximisation. (2008) présentent un intérêt particulier. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics. STEP 5: PESTEL/ PEST Analysis of Standardization Vs Adaptation Case Solution: Pest analyses is a widely used tool to analyze the Political, Economic, Socio-cultural, Technological, Environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to be dangerous in future. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptation of products and service in new markets. Moreover, learning the specifications of local culture in order to integrate this knowledge to the elements of marketing mix can prove to be a costly initiative. Pour toutes ces raisons, le domaine des émissions de flux nous a paru être un domaine extrêmement riche en matière d’exemples de standardisation et d’adaptation … 1. Many of the back room operations moving offshore are doing so to acquire less expensive, but well-educated labour. La première solution oblige la société de s'adapter aux différence … ont le choix entre la mise en place soit d’une stratégie d’adaptation soit de standardisation. Extended marketing mix also comprises people, process and physical environment along with its four core components mentioned above. Labour intensive activities can be supported by major investments in communications and computer systems that facilitate the transfer of information into and out of the process. Sélection du produit . Pourtant, on commence à voir de plus … entre la traduction et l'adaptation, processus qui d'ailleurs ne sont nullement incompatibles. C'est le moment de « coolisser » ! 2, pp. • Dans un contexte de mondialisation, et d’ouverture des marchés : les entreprises s’internationalisent. According to Vrontis et al. La publicité corporate des multinationales, entre standardisation et adaptation: étude des pratiques de L’Oréal, Benetton et Ford Motor Company. Moreover, differences in languages between countries may have negative implications on standardisation, at the same time supporting the implementation of adaptation strategy. It may have to pay more to get those skills. Interpretivism (interpretivist) Research Philosophy. Parlons ici du détachement et du contrat local, pour comprendre l’importance du choix du contrat pour l’équité salariale. Le choix de textes du XXe et la nature de cette dernière question favorisent les rapprochements avec le programme d’histoire, de même que le chapitre sur littérature et engagement Adaptation relates to McDonald’s marketing strategy as well. American service companies are faced with the problem whether or not to adapt their services to the user’s culture or to deliver the product that made their reputation in the USA. The slogan of a global sports clothing company Nike, ‘Just Do It’ can be mentioned to justify this argument. 3- Un choix stratégique mix (adaptation/ standardisation).-----CONCLUS 2 2009/2010. Rationale behind standardisation practices relate to homogenisation of consumer wants and needs due to intensifying forces of globalisation (Winer, 2009). Force est de constater que l’enseignant a souvent été peu formé à ces pratiques sans parler de la diversité des handicaps qui rendent dès lors l’adaptation complexe. In some cases, global businesses pursuing adaptation strategy may even initiate changes in certain markets, therefore deriving first-mover advantages (Kinard et al., 2013). Une standardisation des programmes et actions marketing concernant plusieurs marchés nationaux. Imprimer ; Par définition la franchise repose sur la standardisation. Standardisation can focus on core competitive advantage of the brand and it “allows for a consistent and strong brand to be developed across all markets” (Donelly, 2009, p.150). En … The essay is completed by drawing conclusions on standardisation vs. adaptation debate and its relevance to the modern marketplace. d’exécution, entre standardisation et adaptation, est apte à éviter ces phénomènes de sur-rationalité. A Critical Review of Project Management Standardisation” International Journal of Managing Projects in Business, Vol.5, Issue 3, 2012, Kinard, B.R., Capella, M.L. (2008) présentent un intérêt particulier. Même en matière de standardisation, domaine qui pourrait ouvrir la voie à une interopérabilité très large entre les écosystèmes spécifiques, il y a de fortes réticences. 7-21. Differentiation will occur through customisation and complexity of the service. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Stratégie de standardisation. implique-t-elle un choix entre une standardisation ou une adaptation ? Le choix du terrain d’investigation. - Completely free - with ISBN Né aux États-Unis dans les années 1940, le réseau McDonald’s est aujourd’hui implanté … Moreover, according to the Conceptual Model of International Marketing Strategy the degree of standardisation or adaptation in new market has direct implication on sales, profits, market share, the levels of customer satisfaction, and composite performance. Il peut influer sur Standardisation ou Adaptation des Stratégies Marketing à l’international Greffeuille Robin Mariano Mayara Nguyen Khac Lan Santos Claudio 07/11/12 Module Marketing Corinne Chauveau 1 07/11/12 2. McDonald’s exercises standardisation to a great extent in supply-chain management, employee relations, service processes, and many other business processes, thus achieving economies of scale in several levels. Once a specific new market entry strategy is selected, the choice of extent of standardisation can be specified as one of the most important critical success factors in the new market. However, occurrence of this scenario in real-life situation is difficult and it depends on a wide range of factors such as the nature of industry and product life cycle, research and development budget, the level of infrastructure in the local market, the level of competition and others. The fact that so much recent reporting focuses on the export of back room operations indicates that one factor in globalisation is the degree of customer contact. Bourgogne et il n’existe plus d’hybrideurs en France. In other words, because there are no or minor differences in marketing communication strategy due to the use of standardisation approach, the same set of tools can be utilised to assess the levels of effectiveness of marketing strategy in relation to each geographical market segment with positive implications on the levels of cost effectiveness. Mots Clés Communication, marketing international, standardisation, adaptation, hypermarchés Abstract Politique d’internationalisation : Standardisation Glocalisation L’adaptation 1. (2y> Une discussion plus complète des liens entre la standardisation et les modèles de régression des quotients instantanés se trouve dans Hoem, 1987. Adaptation strategy implies changing various aspects of products and services to a considerable extent in order to meet the needs of consumers in international markets taking into account their differences (Chung, 2009). Dans ce cas, des règles formalisent les façons de faire et le suivi des protocoles et procédures garantit la coordination entre tous. How quality is defined? La Standardisation Et L'adaptation. Managerial factors impacting the degree of standardisation or adaptation relate to decision-making style in general prevalent in organisation, and decision-making orientation in relation to foreign operations which is divided by Perlmutter (1969) into four categories: ethnocentric, polycentric, regiocentric and geocentric. At the same time, the company uses adaptation through introducing Maharaja Mac in India, Mc Arabia in Middle East, and Mc Nuggets with chilli garlic sauce in China (Schumpeter, 2011). Low speed of implementation of adaptation strategy in practice marks one of the main disadvantages of this strategy (Poulis and Poulis, 2013). (2012) “Relevance Lost! We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. Moreover, standardisation can prove to be particularly effective for highly sophisticated and complex products from technical viewpoint (Vrontis et al., 2009). Stratégie de standardisation adaptée ou marketing glocal. However, it is a fact that international marketing of services is becoming a considerable part of total service marketing. Not all services are the same. - Marketing différencié ou multi-segmenté - Multisegment marketing : … Ces choix ont des conséquences très importantes en matière de conception de la stratégie mercatique internationale de lentreprise et de la structuration des activités … En effet, bien que les besoins de base (manger, dormir, ...) soient communs à tout être humain quels que soient son pays d'origine ou sa culture, il existe de nombreuses différences socioculturelles entre les consommateurs à travers le monde. Le choix entre marché national , international et mondial L¶entreprise doit préciser quels rôles respectifs occupent le marché national et les marchés étrangers dans la définition de sa stratégie. (2013) illustrate advantages of adaptation strategy at psychological level. Toute décision étant susceptible d’entraîner des regrets, plus le choix est grand, plus l’éventualité de regrets est grande ». A service that decides to retain its location and attract customers from around the world will be faced with developing the foreign language skill and cultural sensitivity of its customer contact employees. 283-305. Labour intensity and capital intensity are not offsetting entities in services. Adaptation strategy implemented at extreme scale may compromise core competitive advantage of a global brand causing disparity of image of the company. By definition, customer contact is not a factor where routine back room operations are involved, however, local workers will need to be trained in their native language. Toutefois, un choix entre standardisation et adaptation mais bien de combiner les deux au sein de la communication publicitaire.Les entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac tion des termes global et local). The essay starts with discussing advantages and disadvantages of standardisation. (2007) confirm that application of standardisation can offer advantages of economies of scale in buying, and cost advantages associated with replications of store design and marketing techniques. Adaptation strategy offers advantages of meeting differences of local markets at various levels, and in this way achieving greater levels of customer satisfaction. In other words, global businesses pursuing standardisation strategy are able to respond to changes in individual markets to a lesser extent compared to local businesses or businesses using adaptation strategy. L'entreprise qui désire s'internationalisée a le choix entre trois options stratégiques : la standardisation, l'adaptation et la standardisation adaptée 31. Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. (2011) “McDonald’s the innovator” The Economist, June 16, 2011 edition, Theodosiou, M. & Leonidou, L.C. The strategy of adaptation allows global businesses to respond to changes in local marketplace in rapid manner. Standardization is the process by which a company makes it methods, especially its production processes, uniform/identical throughout its … It is important to note that this essay has presented discussion of standardisation vs. adaptation argument mainly with disregard to industry-specific factors, and in real-life business environment the extent of standardisation or adaptation is different for each industry. Cette adaptation ne devait concerner que la partie écrite car comme il estimait que le langage des images était un langage universel, il suggérait de ne pas modifier les illustrations. When entering new market, decisions need to be taken by strategic level management about the extent of standardisation in relation to each individual component of the marketing mix. Sélectionner des porte-greffes (interface entre le sol et le greffon) : outre la tolérance au phylloxéra, le porte-greffe contribue à l’adaptation du cépage au milieu. External characteristics of antecedent factors consist of environmental factors, market characteristics, customer issues, competition, and product and industry. To summarise discussions, it is important for global businesses in the twenty first century to be striving to take advantage of both strategies – standardisation, as well as, adaptation through maintaining an adequate balance between the two. Les entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac tion des termes global et local). Find: Previous. Le Choix Entre La Standardisation, L'adaptation Et La Standardisation Adaptée L'entreprise qui veut exporter possède plusieurs alternatives au niveau de la stratégie de communication internationale à adopter et plus particulièrement en matière de publicité : La standardisation L'adaptation La standardisation adaptée Le choix entre l'adaptation ou la standardisation de votre communication … Cette politique de standardisation s’inscrit dans le cadre de la stratégie globale adopté par Mcdonald’s, elle consiste en la fabrication progressive et dans tous les pays de produits identiques, autrement dit vendre avec un même slogan et une même image un même produit dans un même emballage à … Products, on the other hand, have the following characteristics: tangible; a product; homogenous; production and distribution are separate from consumption; (normally) the customer does not participate in the production; transfer of ownership; and can be kept in stock. But there are other issues, as well; international strategies, scale and diversity, etc. Je m'abonne. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptati… Modern businesses are granted with vast opportunities in terms of revenue maximisation through entering new markets. (Grönroos, 1999) During the last 25 years, 34 major studies have addressed the adaptive versus global approach to the ingredients of the marketing mix (Melewar & Saunders, 1999 in Van Mesdag, 2000); in these studies both approaches are defended. Selon Solberg et Durrieu (2008), la standardisation réduit les coûts et donne une image de marque mondialement reconnaissable. - It only takes five minutes Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. d’un choix de conception et suggère des choix à privilégier ainsi que des précautions à prendre. Africanisation de Maroc Telecom III. Stratégie d’internationalisation : Le choix des marchés et leur mode d’accès 2. Choix de l'option stratégique. 22, Issue 1, 2013, Korotkov, N., Occhiocupo, N. & Simkin, L. (2013) “Simulated test marketing in emerging markets: the need to re-think” Marketing Intelligence & Planning Vol.31, Issue 7, 2013, Mitchell, R., Hutchinson, K. & Bishop, S. (2012) “Interpretation of the retail brand: an SME perspective” International Journal of Retail & Distribution Management, Vol.40, Issue 2, 2012, Perlmutter, H.V. Highlight all Match case. Présentation du secteur de télécommunication Partie2 : I. Présentation de Maroc Telecom II. La standardisation se décline sur trois axes majeurs, qui sont les 3 dimensions des attributs du produit, selon la définition marketing : Ils affectent de façon France la décision entre adaptation et standardisation ;-‐ les attributs liés au service : ils diffèrent de manière importante entre les différents pays, car la majorité des services sont en relation directe avec les de la standardisation a l'adaptation … Moreover, Schmidt et. Elle suppose de comprendre les … Le Banana Slide de ONLEVEL convient à la quasi-totalité des installations. There is little doubt that new telecommunications modes have helped the globalisation of services. Le détachement . 14) Vrontis, D. (2003), “Integrating adaptation and standardisation in international marketing, the Adapt Stand modeling process”, Journal of Marketing Management, Vol. Le dilemme technique entre standardisation et adaptation suscit e nécessairement une interrogation sur l’usager, membre d’une ou plusieurs organisations et consommateur social. (Lovelock, 1999) Grönroos (1999) also noted that most of the literature on internationalisation, international marketing and export strategies is geared to the needs of the manufacturing sector. Discuss the advantages and disadvantages of standardization strategies and adaptation strategies in a global environment. Cependant, les études de Lages et al. Ces variables sont surtout constituées de particularités socioculturelles des pays concernés. Offrir de l’instruction et des services de soutien aux immigrants et aux réfugiés dans le besoin, y compris des cours de langues et d’adaptation au marché du travail, des services de traduction, une halte-garderie, une clinique d’impôt et des programmes d’information sur la culture canadienne et la vie au Canada. La présentation d'une stylisation particulière du changement technique - composée de deux formes d'apprentissage (par la diversité et la standardisation) - introduit une analyse originale des problèmes posés par la tension entre diversité et standardisation. Stratégie de standardisation adaptée ou marketing glocal. High level of effectiveness of monitoring the outcome of marketing communications also contributes to efficiency of standardisation strategy (Chung et al., 2012). Il ne s'agit plus de faire un choix entre standardisation et adaptation mais bien de combiner les deux au sein de la communication publicitaire.Les entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac tion des termes global et local). Dans le cadre d’une stratégie d’internationalisation, les enseignes commerciales doivent généralement faire le choix entre standardisation et adaptation (Cox et Mason, 2007 ; Apfelthaler, 2015), marketing global et marketing local (Macé, 2000). L’adaptation empêche toute synergie entre les actions menées sur les différents marchés. Arabes Unis. (Grönroos, 2000), The literature of operations management has paid relatively little attention to the globalisation of services while emphasising the international nature of manufacturing. L’ACTIVITE DE PRISE EN CHARGE : ENTRE ADAPTATION ET STANDARDISATION Les attributs du parcours Problématiser la prise en charge des malades comme un processus qui se doit d’être rationalisé n’est pas une démarche familière. Scenery, text and other elements of ‘Dove’ television advertisement are the same for all markets, however, models featuring in advertisements and the language used by those models are adapted according to local culture for each individual market. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). The globalisation of front room operations with its verbal customer contact still depends heavily on cultural adaptation of the service. Lisez ce Politique et International Dissertations Gratuits et plus de 244 000 autres dissertation. Standardisation and Adaptation Within International Marketing Context 24708 Words | 99 Pages. al. Les résultats ont montré que la standardisation et l’adaptation de la communication sont deux conditions nécessaires et complémentaires pour la réussite des hypermarchés français au Moyen-Orient. Selon Solberg et Durrieu (2008), la standardisation réduit les coûts et donne une image de marque mondialement reconnaissable. The notion of ‘Think Global, Act Local’ relates to this approach to a certain extent. L’article conclut : « Les acheteurs de confiture ont donc été plus nombreux à renoncer. (McLoughlin & Fitzsimmons, 1996), Standardising a service worldwide is best accomplished when routine services are involved, as we, for example, see in the example of McDonald’s. However, due to significant cultural differences between Hong Kong and West, the financial performance of Disneyland in Hong Kong has been well below the expectations. Furthermore, the practice of standardisation in marketing practices also benefits from the concept of “world consumer” (Hallgren et al., 2012), according to which increasing forces of globalisation and role of media, and frequent travelling at the global scale have fuelled harmonisation of values and lifestyles across the borders. Nous avons donc vu qu’à l’heure de la mondialisation, les entreprises doivent atteindre un équilibre adéquat entre standardisation et adaptation. Specifically, according to Korotkov et al. McDonald’s est l’exemple type de la stratégie de standardisation adaptée. On the other hand, adaptation strategy can be applied in order to address differences associated with each individual market; however, adaptation comes for an extra cost and this fact may compromise price competitiveness of relevant products and services. Standardisation is mainly a client in relation to industrial types of products because industrial products are purchased from the same reasons all over the world. High levels of financial expenses can be specified as a major disadvantage of adaptation strategy. For example, the fast-food chain has introduced Kaisu Burger in Singapore, after locally popular comic character Mr. Kaisu. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. (2003) “Standardisation versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research” International Business Review, Vol.12, Issue 2, 2003, Vrontis, D., Thrassou, A. Le marketing interculturel INTRODUCTION A l’heure actuel, face à la recherche des prix les plus bas par les consommateurs, mais aussi des profits plus élevé par les entreprise, on constate que l’internationalisation s’impose à la plus part des entreprises.