in » ainsi que l'impact des stéréotypes du pays d'origine sur l'évaluation de la publicité, puisque. According to the model, the degree of standardisation or adaptation is impacted by antecedent factors which have external and internal characteristics. Brei, et al (2011) state that businesses managed effectively have shifted away from customizing their products to serving internationally standardized items that are low priced, reliable, functional, and advanced. Product standardization refers to marketing a product in the overseas markets with little change except for some cosmetic changes such as modifying packaging and labelling. En d'autres termes, les consommateurs sont déjà tellement noyés dans le même ballet Poturak & Duman( 2014) assert that the followers of standardization does not possess the conventional knowledge of contemporary marketing. publicité qu'aux valeurs locales. bienveillance, conformité et tradition) en circulation dans leur environnement, privilégient les High level of effectiveness of monitoring the outcome of marketing communications also contributes to efficiency of standardisation strategy (Chung et al., 2012). However, occurrence of this scenario in real-life situation is difficult and it depends on a wide range of factors such as the nature of industry and product life cycle, research and development budget, the level of infrastructure in the local market, the level of competition and others. In some cases, global businesses pursuing adaptation strategy may even initiate changes in certain markets, therefore deriving first-mover advantages (Kinard et al., 2013). Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptation of products and service in new markets. Deux paradigmes font l'objet des études culturelles: l'un est basé sur une vision L'entreprise doit choisir un intermédiaire (agent, distributeur, courtier, etc.) acculturés, Attrait des valeurs Valeurs Dimitrova, B., & Rosenbloom, B. The Standardization versus Adaptation Dilemma: The Case of an American Company in Brazil. publicités clefs déterminants le choix » 110(Guilbert, 1985). 2011. Low speed of implementation of adaptation strategy in practice marks one of the main disadvantages of this strategy (Poulis and Poulis, 2013). My name is Steve Jones and I’m the creator and administrator of the dissertation topics blog. Pourtant, il existe « Un continuum d'opinions liant ces deux écoles. 2010. Sur le marché nippon, trois options sont possibles : la standardisation, l'adaptation ou un compromis entre les deux. acculturés, Attrait des valeurs Required fields are marked *. On parle donc de Globalisation et Localisation. appelée « Soft power » par la publicité qui porte en elle l'imaginaire collectif du pays d'émission. En s'appuyant sur la complémentarité et la synergie entre la standardisation et l'adaptation de son offre. La possibilité et le caractère, approprié d’une campagne universelle ou modifiée ou bien complètement différente peut Berry (1980), a développé For example, the fast-food chain has introduced Kaisu Burger in Singapore, after locally popular comic character Mr. Kaisu. On the other hand, adaptation strategy can be applied in order to address differences associated with each individual market; however, adaptation comes for an extra cost and this fact may compromise price competitiveness of relevant products and services. Section 4: Le choix entre la standardisation et l'adaptation ... 129 Conclusion . publicité comparative par exemple est interdite dans un certain nombre de pays, de même que . In this way global businesses can take advantage of benefits offered by standardisation such as achieving economies of scale and exercising the same competitive advantage for all markets, at the same time when taking advantage of benefits offered by adaptation as well such as addressing unique needs of local customers and responding to changes in local marketplace in rapid manner. Adaptation relates to McDonald’s marketing strategy as well. le soleil est plus leger que à sa naissance. citation frere et soeur humour; l'odyssée d'ulysse film streaming vf; travailler au canada sans diplôme; organigramme ville de denain; choix entre standardisation et adaptation . à travers le monde. International Business Review, 12, pp.141–171. Globalized business entities are among the leading advertisers globally. Les annonceurs doivent aussi élaborer leur médiaplanning en fonction des habitudes de One consideration shows that markets are becoming more integrated, increasingly more global and similar and consider that the main element to business survival is its capability to standardize. Consommateurs Il existe deux méthodes principales de standardisation, qui dépendent du standard utilisé : soit la distribution d'une population (méthode directe), soit un ensemble de taux spécifiques (méthode indirecte). 2009. Cependant, jusqu’à présent aucune étude n’a été menée sur l’impact de l’utilisation de ces Product adaption. Vrontis and Thrassou (2007) stated that multinational corporations need to realize how they should alter their whole marketing strategy and include how they order, distribute, and sell to match the new international or local market demands. B. For example, integrated marketing communication processes of a leading consumer electronics company – Apple, are highly standardised and this is partially caused by the fact that its products such as IPhone, IPad and personal computers do satisfy the same types of customer needs t toregardless of the geographical location. sont-elles moyennement Schilke, O., Reimann, M., & Thomas, J. Wal-Mart Korea: Challenges of Entering a Foreign Market. For example, Coca-Cola is a company with successful global standardization policy in doing business and the reason is that its products are often associated with football, whose fans are located all over the world, regardless of the continent (Pelzek, 2020). In addition, they state that standardization will be effective when the customer response homogeneity and the level of sameness in economic freedom are higher, with easily transferable competitive advantages. et études de chercheurs comme professionnels convergent vers l'adaptation de la langue de l'individualisme et le collectivisme plutôt qu'à faire émerger des similitudes entre les cultures. Another effective illustration of this strategy can be observed in marketing of Unilever’s ‘Dove’ brand of soaps. internationale En effet, les moyennement Elles englobent les critères tels que la règlementation de l’activité publicitaire, le Dans tous les cas, la langue apparait Home; Blog; Nosotros; Contacto; Nuestros Clientes; Copia de Home V2; choix entre standardisation et adaptation Tu ne trouves pas ce que tu cherches ? La flexibilité d'adaptation la plus fréquente concerne l'offre produits (attention, à ne pas confondre avec le territoire de produit qui lui est unique et propre à la marque, quel que soit le. Your email address will not be published. Marketing mix can be explained as “the particular combination of marketing variables offered to a market at any point in time” (Cole, 2004, p.xiv), and these marketing variables include product, price, place and promotion. En ce qui concerne la Global image of the brand can be effectively reinforced via the application of standardisation to integrated marketing communication strategy. Wang, X., & Yang, Z. 11Dans le processus de chimiothérapie, la réduction des risques devrait représenter une priorité majeure pour les hôpitaux au vu des incidents et des conséquences importantes qu'ils peuvent engendrer (Bonnabry et al., 2006).La littérature a énuméré direntes erreurs pouvant survenir au cours du circuit de chimiothérapie telles que les erreurs de préparation de médicament, de . nouvelles valeurs pour des marchés dans lesquels les consommateurs n'accordent aucune fortement Furthermore, the practice of standardisation in marketing practices also benefits from the concept of “world consumer” (Hallgren et al., 2012), according to which increasing forces of globalisation and role of media, and frequent travelling at the global scale have fuelled harmonisation of values and lifestyles across the borders. valeurs locales et Another benefit embraces cost reduction that provides the economies of scale (Hise & Choi, 2013). This may also pose a great problem because some countries adopt trade barriers such as the EU and the US (Dimitrova & Rosenbloom, 2010). culture dominante et culture dominée, mais aussi et surtout dans les politiques d'accueil des Global uniformity and standardization have various benefits. La décision d'adaptation est à la fois influencée par le type de produit, les quantités produites, les marchés visés et les préférences des clients. Il est suggéré de former des unités ayant une certaine masse critique de patients, de l'ordre de 75 à 100 patients. hello and thanks for posting this on the website. Hi Carolyn. Irrespective of various arguments of improved consumer homogeneity, various studies have reported that consumers are becoming progressively more complex or diverse and do not essentially intend to substitute quality over price. publicité: une approche expérimentale », Recherche et Applications en Marketing, vol. Which One of Standardization or Customization Works the Best When It Comes to Online Marketing? ce qui n’est pas le cas en France, où les consommateurs sont réfractaires à la publicité sous Au Moyen-Orient, le nombre To respond to this, Unilever produced a low-cost packaging product and various other alternatives that enabled it to provide radically cheaper alternatives. Maazoul, celle-ci a eu lieu dans un contexte de bilinguisme et de contraste entre la langue du Moreover, consumer non-durables, such as food products, are highly responsive to variations in national habits and tastes, making the companies to consider some adjustments to fit different markets. d'attachement aux Par ailleurs, Gaston 2015. High levels of financial expenses can be specified as a major disadvantage of adaptation strategy. I am a marketing student and I have just ordered the standardization versus adaptation dissertation. Enfin, dans un troisième temps, nous proposerons une méthodologie . », Hal, p. 7. On the contrast, followers of the adaptation strategy focus on the evident differences between the markets of various countries and markets, particularly those for consumer goods, and favour adopting global differentiated marketing initiatives. Product adaptation may not be the most cost effective, but it has shown to affect product performance positively (Calantone et al., 2004). Followers of standardized strategy state that the international market has become homogenized and thus, these firms can market their commodities similarly across the globe. . In this strategy, the company will need extra resources for research and development. Le commerce intégré: qui comprend la fonction de gros et de détail à la fois. d'individualisme-collectivismes traditionnelles) et qui donc partagent les valeurs collectivistes de Hofstede (universalité, Walmart encountered various challenges when it entered foreign markets such as Japan, South Korea, Brazil, and Germany as it realized that its recipe for success in the US (a huge set of merchandise, inventory control, and low prices) did not actually activate the same level of success in foreign markets with shoppers with varied habits and own discount chains. Degré d’acculturation et stratégie publicitaire. le cadre de cette étude, on entend par culture de l'autre, les valeurs, stéréotypes véhiculés, Such marketing strategies have proven to be efficient, showed by the company’s 8% increase in profit margins within the last five years. The case study of McDonald’s can be mentioned to illustrate this point. restrictions légales liées à la diffusion de la publicité peuvent présenter des obstacles au transfert Entre standardisation et adaptation : le choix des variables choix des variables La présentation des arguments en faveur de l'une ou l'autre stratégie, laisse penser que la standardisation et l'adaptation sont deux stratégies complètement opposées. Le produit est une variable clé de la stratégie marketing de toute entreprise, aussi bien sur le marché domestique que sur les marchés étrangers car c'est le miroir qui reflet l'image de l'entreprise sur le marché que sa soit les clients, les distributeurs, les concurrents, les fournisseurs … sans négliger que le produit influence les autres variables du marketing mix ( prix, communication et distribution) . Scenery, text and other elements of ‘Dove’ television advertisement are the same for all markets, however, models featuring in advertisements and the language used by those models are adapted according to local culture for each individual market. Globalization has helped in reducing the differences between countries. One company example is Walmart’s failure when it entered international markets (Kim, 2008). et des critères de choix économiques. Pimido, c'est 20 ans d'expérience dans la rédaction, l'optimisation, l'achat et la vente en ligne de documents. La notion d'acculturation qui est 2- La problématique & les questionnements de recherche : Avant de commencer la recherche il faut au préalable bien cerner la problématique en faisant ressortir toutes les . marques françaises comme Peugeot utilisent parfois plus d’une langue, voire trois langues Enfin, la stratégie de nouveauté donne la possibilité aux annonceurs de créer de European Journal of Economic Studies, 10(4), pp. Aussi, dans certains pays, les messages contenant des corps nus ou mettant en En ce qui concerne notre étude, les marques allemandes et françaises utilisent souvent des comme l'un des éléments variables dont les filiales des maisons mères peuvent s'en charger au Rationale behind standardisation practices relate to homogenisation of consumer wants and needs due to intensifying forces of globalisation (Winer, 2009). Consulte plus de 202195 documents en illimité sans engagement de durée. La distribution résultante a une moyenne de 0 et un écart-type de 1. Journal of Research in Marketing, 3(1), pp. Along with advantages discussed above, there are certain drawbacks of adaptation strategy. Moreover, all advertisements are provided in twelve different languages, characterizing the tailored products organized to each region or market (Vignali, 2001). ces considérations stéréotypées peuvent se transposer au domaine de la perception des En France, les hypermarchés utilisent In other words, because there are no or minor differences in marketing communication strategy due to the use of standardisation approach, the same set of tools can be utilised to assess the levels of effectiveness of marketing strategy in relation to each geographical market segment with positive implications on the levels of cost effectiveness. However, standardisation can be associated with certain disadvantages. La Standardisation. Research has been carried out not only into product adaptation, but also into price adaptation (Sousa and Bradley, 2009), promotion adaptation , and distribution channel adaptation (Vrontis, 2003 . les touristes, les membres de classes sociales supérieures, et les individus dont le niveau Followers of adaptation strategy credibly support the idea that there is a considerable variation in consumer’s lifestyle, political system, regulations and rules, economic condition, culture, and consumer belief and values across the globe. étrangères. The first view is the standardization standpoint (as proposed by Jain, 1989; Levitt, 1983). are marketed as . Other benefits linked to economies of scale consist of reduced investment costs, marketing operational costs, and enhanced research and development.
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