... new competencies and finding new markets to serve with new technologies is the main driving force. Of course, risk is a more salient feature of this longer-term approach. Performance Strategy Marketing capabilities Adaptation Standardization An effective strategy can help a firm make...

... an international marketing stream. © Emerald Group Publishing Limited 2005 1. Standardization versus adaptation. The issue of international marketing strategy standardization versus adaptation has been at the forefront of the literature since Levitt's (1983) early article...

... concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words. Findings International trading is a fact of life and success depends on deciding whether a business will benefit from global standards or whether to adapt to local markets as and when required. The reality...