What is the difference between adaptation and standardization with examples?
Standardization (Globalization) is executed in the same way. Developing standardized products marketed worldwide with a standardized marketing mix.
- Essence of mass marketing.
EX- Coca Cola
Adaptation (Global Localization) is executed in different ways. Mixing standardization and customization in a way that minimizes costs while maximizing satisfaction.
- Essence of segmentation
- Think globally, act locally
EX- NIKE recently adopted the slogan "Here I Am" for its pan European clothing ads targeting women. Dropped the "Just Do it" due to Euro women not being as competitive about sports as men are.
Ex- Oreo, McDonalds