Culture-sensitive adaptation or global standardization - the duration-of-usage hypothesis

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1、Culture-sensitiveadaptationorglobalstandardization-theduration-of-usagehypothesisMartinvanMesdagThe AuthorsMartinvanMesdag,HallidayAssociates,Essex,UKAbstractSeekstoidentifythedimensionswhicharerelevantintheshapingofstrategiesforinternationalmarketing;it

2、therebyaddressesbusinessmanagers.Considerstheextenttowhichthemarketingmixcanbestandardizedinvariousdifferentconfigurationsofinternationalmarketing.Presentssevenpostulationsaboutinternational(andglobal)marketingandaboutthestandardizabilityofthemarketingmi

3、x;asregardsthelatter,itpointstothevastdifferencesininternationalstandardizabilitybetweenthevariousproduct(orservice)categories.Offersahypothesisaboutthereasonforthehugedifferencesintheinternationalizabilityofproducts,labelledthe"durationofusage"symptom.E

4、ndsbypointingoutthatoccasionallythereisscopefora"cross-culturalleap"forproductswithunpromisingantecedentswithinthehypothesisofthedurationofusagesymptom.Articletype:Comparative/evaluators.Keywords:Globalization,NationalCultures,InternationalMarketing,Mark

5、etingMix.ContentIndicators:ResearchImplications**PracticeImplications**Originality**Readability**InternationalMarketingReviewVolume17Number12000pp.74-84Copyright©MCBUniversityPressISSN0265-1335Part1-internationalandglobalmarketingTitleLikeeveryothertermu

6、sedinmarketing,"international"and"global"donothaveasharpdividinglinebetweenthem("multinational"merelyreferstoacorporateentitywhichownsoperationsinanumberofcountries.Thetermgivesnoindicationofthemarketingstrategy(ies)followedinthosecountries;theycanbe-and

7、oftenare-totallydiverseandunconnected).Internationalmarketingsimplyreferstoacompanyoperatinginmorethanonecountrywhosemarketingstrategyineachcanbeassumedtohavebeenchosendeliberately-frombeingverydiversetobeingrigidlystandardizedbetweencountries.Globalmark

8、etingisaparticularformofinternationalmarketingwhich-initspurestform-doesnotexist.Itsessenceisthatitcoversabroadspreadoftheworld'scountriesandthatitstrivesconsciouslytostandardizeitsmarketingstrategybetweenthosecountries.Th