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3. to What Extent Is Globalization Dependent Upon Standardization?

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Submitted By karusas
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3. To what extent is globalization dependent upon standardization?
What are the implications?
During the last few decades, it is clear that many companies have an international orientation to their business activity. Many companies do business domestically, but they place a main concern on international markets also. Those companies apply international marketing strategies which fulfill the company’s needs, while at the same time satisfying clients in various markets.
Business environment is characterized by regular change and unending long-term processes of globalization of the economy. Rushing economic development in recent years led to constant increase in competition within the local market and in foreign markets. Lithuania contains various industrial companies with a highly concentrated production, which try to establish and strengthen their situation in foreign markets. International business has become essential for a large number of companies in Lithuania, which has improved by the processes of globalization and by the growth of international competition. Entering European Union had a pro-found effect on companies in Lithuania. International marketing and its application represent a key part of successful corporate management of all international companies in Lithuania. Entering of a company into foreign markets demands an accurate decision making process, because there are many aspects that affect such an internationalization process. One of the most important decisions concerns the marketing mix. By developing an appropriate marketing mix, organizations can satisfy the needs of their target market and reach their organizational objectives, improving performance. As a result, products that enter a foreign market for the very first time have to be tailored to the characteristics of that country, and since it is not likely that a single strategy will be

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