Standardization and Customization—Research Paper

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Standardization and Customization—Research Paper Daniel Culturally Responsive Marketing July 30, 2014 Standardization and Customization—Research Paper Standardization/Customization According to Robbins et al (2000) standardization by any company has its advantages, these are economic factors. First standardization reduces company cost which is mostly distributed among the various global units. Secondly it is economical to develop a single campaign that could be implemented globally. Thirdly mostly the company’s brands are already known globally, and a standardized promotional activities project the brand image and avoid unnecessary confusion among consumers. According to McTaggart et al, (1999) the drawback to standardization is that of cultural differences among nations globally, also countries have different laws governing trade and the way business is done. Nike has managed to create a global image which is portrayed as an American rebel. This has created a brand awareness globally which has given Nike an edge over, and differentiate from the competition. Nike has leverage its American rebel image into a single brand awareness which has attracted the imagination of the youth globally (Leslie et al, 2000). According to Robbins et al (2000) it is imperative a company is distinct from the competition and is able to draw or have a clear cut marketing strategy, and that is what Nike is good at. Nike used globally popular sports personalities who were rebellious to advertise products to attract the youth. This global strategy was criticized as unethical, but very effective. Nike used sportsmen like Eric Cantona a celebrated soccer player. This drew criticism but was embraced by Nike consumers, and sales sky rocketed, because the youth embraced Cantona’s rebellious actions as a pop culture. All consumers saw was a great soccer player wearing and endorsing Nike

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