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    • ISSN: 2941-5691 (Online)
    • ISSN: 2941-5705 (Print)
    • doi: 10.61030/
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A Comparative Analysis of Standardization and Adaptation of International Marketing Mix

Article Title

A Comparative Analysis of Standardization and Adaptation of International Marketing Mix

Authors

Mariia Kolachko
Odesa National Economic University, Odesa, Ukraine

Olena Voronova
Associate Professor, Odesa National Economic University, Odesa, Ukraine

Journal Details

  • Journal: International Journal of Psychology and Strategic Communication
  • ISSN (Online): 2941-5691
  • ISSN (Print): 2941-5705
  • DOI: https://doi.org/10.61030/JOZE3837

Abstract

This article presents a comparative analysis of standardization and adaptation in the international marketing mix, focusing on the ongoing debate regarding the two strategies in the context of global market operations. The relevance of this topic arises from the increasing complexity faced by multinational enterprises when managing marketing efforts across diverse cultural, economic, and regulatory environments. This work aims to assess the relative advantages and disadvantages of both approaches and identify the factors that influence the decision to adopt either strategy. The research methodology involves methods of analysis and comparison alongside case studies of multinational corporations to illustrate the application of standardization and adaptation strategies. The benefits and drawbacks of standardization and adaptation are analyzed. The results indicate that while standardization provides cost efficiencies and enhances global brand consistency, adaptation enables firms to respond effectively to local market conditions. A hybrid strategy, which blends the strengths of both approaches, emerges as a practical solution for many global firms. The practical significance of the study is to provide recommendations for multinational enterprises on how to choose between or integrate these strategies to enhance competitiveness, brand strength, and market responsiveness in international markets.

Keywords

International marketing mix, standardization, adaptation, hybrid strategy

How to Cite This Article

Kolachko, M., & Voronova, O. (2025). A Comparative Analysis of Standardization and Adaptation of International Marketing Mix. International Journal of Psychology and Strategic Communication, 197. https://doi.org/10.61030/JOZE3837

Full Article (PDF)

https://ijpsc.org/journal/data/04_Kolachko_ONEU.pdf

04_Kolachko_ONEU

Metadata and Info

  • DOI: https://doi.org/10.61030/JOZE3837
  • Published: 2025
  • License: CC BY 4.0 (if applicable)
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