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A DISCUSSION ABOUT STANDARDIZATION VS. LOCALITY AMONG MNCS
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Essay / Research Paper Abstract
This 14-page paper discusses the arguments made for the standardization versus localization argument when it comes to promoting U.S. products in different countries. Bibliography lists 11 sources.
Page Count:
15 pages (~225 words per page)
File: D0_MTintemeth.rtf
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Unformatted sample text from the term paper:
a single-standard method has several advantages that would include economies of scale and synergies that would help in the area of competitive advantage. Other companies, however, find that trying to
adapt their overall strategy to fit into the local culture and characteristics is the way to go, and to succeed. As with
anything dealing with international business, there is no right or wrong when it comes to working on an international level. Though the literature brims with case studies of companies that
tried standardization and realized it wasnt the way to go (such as McDonalds Corp.), others have had decent success through standardization. Much depends on the type of product, the type
of market, and the amount of penetration a company is planning in that market. Its interesting to note, however, that the "think
global, act local" movement, which had reign so supreme through much of the latter part of the 20th century, is starting to give way to a more pragmatic approach. Some
of the literature well examine in this paper studies the fact that, despite local and cultural differences from country to country, there are some commonalities that companies can tap into
to operate quite successfully in different countries. In this paper, well attempt to examine the literature and examples that involve standardization versus
localization. On the standardization front, we have companies who contend that economies of scale dont allow them to go local, and that their revenue is stronger if they keep to
a tried-and-true formula that works. On the local side, in the meantime, well focus on companies that have done well by localization. Literature Review
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