The Standardization and Global Company Management
Keywords:
Standardization, Adaptation, Global marketing, Euro DisneyAbstract
Presently, the commercial world is moving to a boundaryless market. In order to survive, multinational corporations (MNCs) and global companies have attempted to perform various strategies for building their competitive advantages. Implementing marketing programs is one of the strategies for enhancing their sufficient success which any company conducts to respond to customers and consumers’ needs. The concept of standardization, adaptation, and contingency are deliberately discussed including relevant issues. The key question is whether the practice of standardization is suitable for global companies in international expansion in another country. Euro Disney is an example case to show that the practice of standardization, once was superbly successful in Japan, may not be the absolute answer for every country. Alternatively, a contingency perspective is likely to be a good approach to put into practice global achievement.
References
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Buzzell, R. D. (1968) Can You Standardize Multinational Marketing?. Columbia Journal of World Business, 4(March-April), 69-75.
Cateora, P.R. (1993) International Marketing, Boston, MA, Irwin.
Cavusgil, S.T. & Zou, S. (1994) Marketing Strategy-Performance Relationship: an Investigation of the Empirical Link in Export Market Venture. Journal of Marketing, 58(1), 1-21.
Cavusgil, S., Zou, S. & Naidu, G. (1993) Product and Promotion Adaptation in Export Ventures: an Empirical Investigation. Journal of International Business Studies, 24(3), 479-506.
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Green, R. T. & Langeard, E. (1975) A Cross-National Comparison of Consumer Habits and Innovator Characteristics. Journal of Marketing, 39(July), 34-41.
Grosse, R. & Kujawa, D. (1992) International Business: Theory and Managerial Applications. Boston, MA, Irwin.
Hamel, G. & Prahalad, C. (1985) Do You Really Have a Global Strategy?. Harvard Business Review, 63(July-August), 139-148.
Hamilton, R.D. & Kashlak, R.J. (1999) National Influences on Multinational Corporation Control System Selection. Management International Review, 39(2), 167-189.
Huang, C.-W. & Tai, A.-P. (2003) A Cross-cultural Comparison of Customer Value Perceptions for Products: Consumer Aspects in East Asia. Cross Cultural Management, 10(4), 43-57.
Jain, S. C. (1989) Standardization of International Marketing Strategies: Some Research Hypotheses. Journal of Marketing, 53(January), 70-79.
Keegan, W. J. (1969) Multinational Product Planning: Strategic Alternatives. Journal of Marketing, 33, 58-62.
Kotler, P. (2000) Marketing Management. 10th ed. New Jersey, Prentice-Hall Inc.
Kreutzer, R. (1988) Marketing Mix Standardization: an Integrated Approach to Global Marketing. European Journal of Marketing, 20(10), 19-30.
Lau, G. (2009) The Venture of Euro Disney. IN National Leadership Conference 2009, Anaheim, CA, PBL National Secretary.
Levitt, T. (1983) Globalization of Markets. Harvard Business Review, 61(3), 69-81. Medina, J. F. & Duffy, M. F. (1998) Standardization vs Globalization: a New Perspective of Brand Strategies. Journal of Product & Brand Management, 7(3), 223-243.
Miracle, G. E. (1968) International Advertising Principles and Strategies. MSU Business Topics, Autumn, 29-36.
Ohmae, K. (1985) Triad Power: The Coming Shape of Global Competition. New York, NY, The Free Press.
Packman, H. M. & Casmir, F. L. (1999) Learning from the Euro Disney Experience : a Case Study in International/Intercultural Communication. Gazette,6(2), 473-489.
Ryan, J. K. (1969) Is It too Soon to Put a Tiger in Every Tank?. Columbia Journal of World Business, 4(March-April), 69-75.
Samiee, S. & Roth, K. (1992) The Influence of Global Marketing Standardization on Performance. Journal of Marketing, 56(April), 1-17.
Sandler, D. M. & Shani, D. (1992) Brand Globally but Advertise Locally?: an Empirical Investigation. International Marketing Review, 9(4), 18-31.
Sheth, J. N. (1972) A Conceptual Model of Long Range Multinational Planning. Management International Review, 12(4-5), 3-10.
Sorenson, R. Z. & Wiechmann, U. E. (1975) How Multinationals View Marketing Standardization. Harvard Business Review, 53(May-June), 38.
Wind, Y. (1986) The Myth of Globalization. Journal of Consumer Marketing, 3 (Spring), pp. 23-26.
Zou, S., Andrus, D. M. & Norvell, D. W. (1997) Standardization of International Marketing Strategy by Firms from a Developing Country. International Marketing Review, 14(2), 107-123.
Zou, S. & Cavusgil, S.T. (1996) Global Strategy: a Review and an Integrated Conceptual Framework. European Journal of Marketing, 30(1), 52-69.
Ahluwalia, P. M. S. (2001) Case Study – Euro Disney: Its Limited Success. IN The Discussion Forum Sikhnet, India, Sikhnet. Retrived August 26, 2009 from http://www.Silkhnet.com
Andrus, D.M. & Norvell, D.W. (1990) The Effect of Foreign Involvement on the Standardization of International Marketing Strategies: an Empirical Study. International Journal of Management, December(7), 422-431.
Buzzell, R. D. (1968) Can You Standardize Multinational Marketing?. Columbia Journal of World Business, 4(March-April), 69-75.
Cateora, P.R. (1993) International Marketing, Boston, MA, Irwin.
Cavusgil, S.T. & Zou, S. (1994) Marketing Strategy-Performance Relationship: an Investigation of the Empirical Link in Export Market Venture. Journal of Marketing, 58(1), 1-21.
Cavusgil, S., Zou, S. & Naidu, G. (1993) Product and Promotion Adaptation in Export Ventures: an Empirical Investigation. Journal of International Business Studies, 24(3), 479-506.
Douglas, S. P. & Wind, Y. (1987) The Myth of Globalization. Columbia Journal of World Business, 22(4), 19-30.
Green, R. T. & Langeard, E. (1975) A Cross-National Comparison of Consumer Habits and Innovator Characteristics. Journal of Marketing, 39(July), 34-41.
Grosse, R. & Kujawa, D. (1992) International Business: Theory and Managerial Applications. Boston, MA, Irwin.
Hamel, G. & Prahalad, C. (1985) Do You Really Have a Global Strategy?. Harvard Business Review, 63(July-August), 139-148.
Hamilton, R.D. & Kashlak, R.J. (1999) National Influences on Multinational Corporation Control System Selection. Management International Review, 39(2), 167-189.
Huang, C.-W. & Tai, A.-P. (2003) A Cross-cultural Comparison of Customer Value Perceptions for Products: Consumer Aspects in East Asia. Cross Cultural Management, 10(4), 43-57.
Jain, S. C. (1989) Standardization of International Marketing Strategies: Some Research Hypotheses. Journal of Marketing, 53(January), 70-79.
Keegan, W. J. (1969) Multinational Product Planning: Strategic Alternatives. Journal of Marketing, 33, 58-62.
Kotler, P. (2000) Marketing Management. 10th ed. New Jersey, Prentice-Hall Inc.
Kreutzer, R. (1988) Marketing Mix Standardization: an Integrated Approach to Global Marketing. European Journal of Marketing, 20(10), 19-30.
Lau, G. (2009) The Venture of Euro Disney. IN National Leadership Conference 2009, Anaheim, CA, PBL National Secretary.
Levitt, T. (1983) Globalization of Markets. Harvard Business Review, 61(3), 69-81. Medina, J. F. & Duffy, M. F. (1998) Standardization vs Globalization: a New Perspective of Brand Strategies. Journal of Product & Brand Management, 7(3), 223-243.
Miracle, G. E. (1968) International Advertising Principles and Strategies. MSU Business Topics, Autumn, 29-36.
Ohmae, K. (1985) Triad Power: The Coming Shape of Global Competition. New York, NY, The Free Press.
Packman, H. M. & Casmir, F. L. (1999) Learning from the Euro Disney Experience : a Case Study in International/Intercultural Communication. Gazette,6(2), 473-489.
Ryan, J. K. (1969) Is It too Soon to Put a Tiger in Every Tank?. Columbia Journal of World Business, 4(March-April), 69-75.
Samiee, S. & Roth, K. (1992) The Influence of Global Marketing Standardization on Performance. Journal of Marketing, 56(April), 1-17.
Sandler, D. M. & Shani, D. (1992) Brand Globally but Advertise Locally?: an Empirical Investigation. International Marketing Review, 9(4), 18-31.
Sheth, J. N. (1972) A Conceptual Model of Long Range Multinational Planning. Management International Review, 12(4-5), 3-10.
Sorenson, R. Z. & Wiechmann, U. E. (1975) How Multinationals View Marketing Standardization. Harvard Business Review, 53(May-June), 38.
Wind, Y. (1986) The Myth of Globalization. Journal of Consumer Marketing, 3 (Spring), pp. 23-26.
Zou, S., Andrus, D. M. & Norvell, D. W. (1997) Standardization of International Marketing Strategy by Firms from a Developing Country. International Marketing Review, 14(2), 107-123.
Zou, S. & Cavusgil, S.T. (1996) Global Strategy: a Review and an Integrated Conceptual Framework. European Journal of Marketing, 30(1), 52-69.
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2020-08-20
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Sukato, N. (2020). The Standardization and Global Company Management. SUTHIPARITHAT JOURNAL, 23(71), 89–105. retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/246220
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