Publications in IJPSC

2025

1. Research Article

   A Comparative Analysis of Standardization and Adaptation of International Marketing Mix

   Mariia Kolachko, Olena Voronova

   doi:10.61030/JOZE3837 PDF

   Abstract

   This article presents a comparative analysis of standardization and adaptation within the international marketing mix, focusing on the ongoing debate surrounding these strategies in global market operations. The topic is particularly relevant due to the growing complexity multinational enterprises face when managing marketing across diverse cultural, economic, and regulatory environments. The study aims to assess the advantages and disadvantages of both approaches and to identify the factors that influence a company’s choice of strategy. To achieve this, the research employs analytical and comparative methods, supported by case studies of multinational corporations that illustrate real-world applications of standardization and adaptation. The analysis reveals that standardization offers cost efficiencies and strengthens global brand consistency. In contrast, adaptation allows firms to respond more effectively to local market demands. As a result, many global companies adopt a hybrid strategy that blends the strengths of both approaches. Furthermore, the study considers various factors influencing strategic decisions, including market conditions, consumer preferences, and regulatory frameworks. The practical significance lies in offering recommendations for multinational enterprises on how to select or integrate these strategies to improve competitiveness,...

Research areas

• Organizational Change 1
• Psychology 1
• Strategic Communication 1

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Affiliations

As stated in the articles at the time of publication; not necessarily the current position.

Co-authors

• Olena Voronova 1