Localization and standardization have emerged as the most popular marketing strategies among multinational corporations (Haron, 2016). Interestingly, the two strategies are opposites of one another, with the standardization strategy being pinned on the thesis that the world is one big market, thus the need for firms to maintain uniformity of operations regardless of regional as well as national boundaries. In contrast, localization is based on the premise that successful companies are those that customize products to suit the specific needs and preferences of different markets (Haron, 2016). By definition, localization is a strategy in……..
The post Standardization versus Localization
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