Standardisation versus Adaptation as an International Marketing Strategy: The Role of Cultural Pattern in a Society and its Effect on Consumption

This paper examined the concepts of standardisation and localisation, and the advantages and disadvantages of both, as well as the role of cultural patterns in a society and how market research must be conducted before a company enters a new international market. Since the popularisation of the term “global marketing” in the early 1980s, there have been various debate about globalisation and localisation. The idea of globalisation encouraged international companies to sell uniform products and services the same way in every market worldwide. The concept of localisation was also robustly examined. The paper documented that cultural patterns, when deeply embedded in a society, tend to have a strong influence on consumer behaviour and, indeed, consumption. The paper advised that market research must precede a company’s entry into a new international market to provide a good understanding of the challenges and opportunities that exist in the new market. Keywords: Globalisation, Standardisation, Adaptation, Localisation, Culture, Cultural pattern, International market research, Consumption