Customization-Standardization Debate

Running Head: CUSTOMIZATION-STANDARDIZATION DEBATE
CUSTOMIZATION-STANDARDIZATION DEBATE
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1CUSTOMIZATION-STANDARDIZATION DEBATE
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Definition of standardisation.......................................................................................................3
Relevance of standardisation in global business.........................................................................3
Innovation in product...............................................................................................................3
Benefit of the customers..........................................................................................................4
Avoidance of cost of adaptation..............................................................................................4
Definition of customisation.........................................................................................................5
Relevance in global business.......................................................................................................5
Brand loyalty...........................................................................................................................6
High customer retention..........................................................................................................6
Better customer experience......................................................................................................6
Influence on the market selection approach................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

2CUSTOMIZATION-STANDARDIZATION DEBATE
Introduction
The advent of globalisation changes the spectrum of business to a great extent where the
business organisations are always kept checking their focus with the change in the business
environment and customer demands. As per the research of Kehoe, Midrigan and Pastorino
(2018) it can be stated that the regional economic integration, transportation advancement,
development in communication and technology all these factors are supplied enough exposure to
the current international business. Due to these factors international businesses is also
transformed itself radically and incorporate a number of new and relevant concepts that were not
followed in the erstwhile business paradigm (Vinichenko et al. 2016). For instance, quality of
service, concerning the demands and specification of the customers and changing nature of
business with change in geography are newly incorporated into the business approach and
referred as the sustainability factors in competitive market. Henceforth, a pertinent debate arises
in the name of marketing strategy of the multinational companies. There are two distinct
practices like standardisation and customisation that are solely based on the difference in
geographical type and market trends.
Based on this understanding, this report is going to highlight the standardisation versus
customisation debate where the business firms are looking forward to implement strategies that
are generally followed by rest of the companies or they may emphasize on the customisation of
marketing strategy based on the local market trends..