Standardization vs. Adaption : a Microeconomic Examination Through a Global Context
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This paper looks at standardization practices through a global context. It explores the controversial debate of standardization versus adaptation for international strategic positioning that has plagued businesses across the globe for most of the second half of the 20th century. It also looks at the importance of researching target markets before entering them and from this information deciding on a positioning strategy that is best suited for a particular firm, for there is no one answer to this debate that is applicable to every business. Lastly, the paper introduces the topic of global branding, and its importance to international success.