...Abstract This research paper discusses the key term: “standardization” that’s chosen as a topic for this study for module four for International Business class. Recent scholarly articles and various publications were examined and reviewed covering standardization process as a measurement to manage global operation of international business. Its limitations and drawbacks are deliberated as well. Through out this research papers, the following subjects were deliberated: reasons for picking this key term as a topic, a specific explanation and definition of standardization and its role, process, a summary for the major article chosen which is titled “A Model of Advertising Standardization in Multinational Corporations” and the main points it covered, a specific discussion covering the relation of this article to key term and to manage global operations and international market, the relation of the four other scholarly articles research and their discussion to the relation to the major article and main key term. Keywords: standardization, global operation, culture, marketing mix, advertising Standardization Key Term and Why I am Interested In It The key term I decided to extend my research on for this week is “Standardization”. After reading the required material for the International Business class, I have acquired a better conceptualization for the aspects and dimensions of doing business abroad. Consequently, I have desired to further my understandings on one of...
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...business since it drives the Multinational Company’s ability to reduce cost or respond to local market demands (Bartlett and Ghoshal, 1998). According to Walters (1986) standardization is the implementation of a similar or uniform marketing programme or process across national borders. The standardization strategy indicates the use of a unique market or the homogenization of international products. In few cases standardisation have a 100% uniformity as many organisations have different levels of standardisation and standardise segments of the marketing mix. Levitt (1983) states that the “Global competitor will seek constantly to standardize his offering everywhere… He will never assume that the customer is a king who knows his own wishes.” However, standardisation should not be looked at from only the point of the marketing mix but also the management of an organisation. Sorenson and Weichmann (1975) stated “the intellectual method for approaching a marketing problem, for analysing that problem, and for synthesizing information in order to arrive at a decision, can absolutely be standardized on an international basis." This belief have been supported by many other studies for example, regarding the promotion of multinationals Dunn (1976) suggest “"the methodology of planning is one area where standardization seems to work." Several advantages of standardisation is developed by Carpano and Chrisman (1995), Walters...
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...Advantages of adopting ISO standards are as follows:- Significance ISO standards contribute more to a company's economic sustainability than ever before. An increasing number of manufacturers and business customers will not even do business with a supplier that is not ISO certified. According to www.indianindustry.com, ISO certification is now effectively a requirement of doing business in the European Union, even though it is not a legal mandate. Efficiency The process of becoming ISO certified forces you to objectively analyze your current internal processes, and can result in the implementation of more efficient and cost-effective production processes. ISO-certified production processes reduce waste, redundancies and safety hazards while ensuring that your business is environmentally friendly. These facts taken together not only reduce direct operating costs, but can also prevent financially damaging legal actions against your company. International Business Reliability and trust in international business relationships is an ever-present concern. With so much distance between companies on opposite sides of the world, it is difficult to truly ascertain whether your suppliers are following safe, humane and responsible business practices. ISO certification is a way to ensure your international business partners that your company adheres to international standards, and by the same token can reassure you that your foreign suppliers are credible and reliable as well. Marketing ...
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... A hospitality service is an intangible factor in the hospitality industry. It is what the host given to the guest for their needs. It is the important part in hospitality industry. “Standardization refers to the situation where uniformity is achieved either in outputs (products or services) and / or in the processes that produce such outputs.” (Taylor, 2000, p. 51) It is using the same ingredients, recipes, prices, and etc. In the setting of customer service, standardization is the processes making the organizations to focus their attention in provide a great customer service. It is satisfying the customer expectations and needs. The motivation for standardization comes from a number of sources. “These include the aspiration for reducing costs and improving reliability of systems. By promising that reliable and interoperable standard exists, it is possible to dodge being locked into specific vendor’s products and ensure healthy race to improve quality, reduce costs, and guarantee reliability of supply.” (Ratha and Govindaraju, 2008, p. 473) I am agree with the statement that standardization of hospitality services provides customers with consistent quality and ensure that staffs are able to deliver it. It is a great way to give excellent services to customer. Nowadays, standardization of hospitality services can be seeing everywhere, even all over the world. This is done to promise that the finished product made has consistent quality, and that any...
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...Fashion Industry in Russia. General overview Alla Vinnik Helsinki, 2010 Leningrad Region Chamber of Commerce Fashion Market in Russia. Content 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Background General information Segmentation Specifics of Russian consuming Production Import/export Main distributions channels Main brands Accessories Regional specifics Tendencies Conclusion Leningrad Region Chamber of Commerce Background of Fashion Market in Russia • Soviet time (till end of 80th) • “Second hand” time (end of 80th – middle of 90th) • Development time (middle of 90th – 2008) • Crisis (2008 – ?) Leningrad Region Chamber of Commerce General information • General overview of retail market. * • Retail sales in Russia in 2008 accounted 13,850 tr. Rub (380 bln. EUR). • The forecast for 2009 is 15,235 tr.Rub – the growth is only 10% vs 27% growth in 2008. • The majority of Russian retail operators have changes their plans on store openings for 2009. • Clothing retail market overview: • Clothing, footwear and accessories remains the second‐largest retail sector after food retailing in Russia. In 2008 it amounted to 1,452 bln RUB (40 bln. EUR) • In 2008 clothing accounted for 61,7% of the total market, footwear – 35,9%, accessories – 2,4% • In 2009 –estimation is about 4,9% decreasing * PMR research ”Clothing and footwear retail market in Russia 2009‐Luxury market insights and development Leningrad Region Chamber of Commerce Segmentation Price segmentation...
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...CIO leadership – IS/IT for Managers Core D – Group 4 Q.1. If you were Jim Barton, how are you going to address the 3 questions raised by Bernie Ruben about blogging and other emerging technologies in the company? Bernie Ruben raises three questions about blogging and emerging technologies at IVK. What, if anything, should we do about this blog entry? As Jim Barton, we don’t want Carl Williams to know anything about the blog about IVK. He will be mad if he learns that a description of June 28 events are available on the Internet. As it seems to be a blog not read by a big amount of people, we should just don’t talk about it and try to make the blogger turn off his page indirectly. Do nothing. What should be our general policy about blogging based on inside information from within the company? Jim Barton has to settle a policy to prevent people putting stuff about IVK on their computer or online. IVK’s employees have to know that they cannot talk about work outside of work. We, as the CIO, have to work with the compliance department to design the confidentiality policy. If we build this policy in a way that the blogger understands that he is out of compliance it should make him correct his blog by himself without any action of the company. The policy should not be only about blogs but about also about Web 2.0 technologies. It has to be acute enough to avoid to blindside IVK’s IT department again. A good way to get Williams understand the issue could be to enlighten...
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...case-study based on the export venture of Renova Black toilet paper was developed. In addition to the analysis of secondary data, interviews were conducted with 3 Renova managers, 3 trade customers and 10 consumers. Findings suggest that an international marketing strategy simultaneously standardized and adapted to new export markets forms a good fit with the existence of limited resources, light structure and centralized decision making possible due to firms’ reduced size. This study presents important insights for managers of small players in the global marketplace attempting to boost the internationalization process. It also broadens our understanding on the standardization versus adaptation debate using a fresh perspective. Keywords: International Marketing Strategy, Exports, Standardization, Adaptation. 1. Introduction The concept of Blue Ocean Strategy (Kim and Mauborgne, 2005) refers to value innovation as the solution for creating new market space through the simultaneous pursuit of differentiation and low cost strategies. However, a Blue Ocean Strategy implies assuming high risks as the size of the new market demand cannot be predicted (Lages, 2012). In order to mitigate this risk, Lages (2012) suggests that firms must adopt a GloCal mindset based on the identification of unknown similar needs and values across markets. This is how firms can render their marketplace global and satisfy regional needs, while benefiting from economies of scale...
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...International Operations Strategy Analysis Coca-Cola Coca-Cola Nokia Nokia McDonald’s McDonald’s Dow Chemical Dow Chemical IBM IBM US Steel US Steel Procter & Gamble Procter & Gamble Four Basic International Operations Strategies International enterprises who by definition have to have a presence in more than one market must endure both pressures for cost reductions and for local responsiveness. The biggest challenge for these companies is to find the right balance between the two approaches because these place conflicting demands on business operations. Practically all multinational firm use the above strategies or some variation of them when it comes to international operations. For example, Coca-Cola is well known for using relatively standard brands, formulations, packaging, positioning and distribution channels in its global markets (Vogt, 2015). Similarly, research shows that even though McDonald’s has tried to customize their offering to match local consumer preferences. However, the company’s philosophy remains loyal to the idea that the customer would experience a standardized service and quality regardless of geographical location or McDonald’s restaurant (Loukakou, 2012). Companies such as IBM and P&G face relatively different scenarios when attempting to have a presence in global markets. These companies have the luxury of not facing very high cost reduction or local responsiveness pressures. Consequently, these companies...
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...A critical review of Viswanathan, N. & Dickson, P. 2007, ‘The fundamentals of standardizing global marketing strategy’, International Marketing Review, vol. 24, no. 1, pp. 46-63. Introductory Academic Program – Academic English The issue of standardisation versus adaptation, which affects all international business organizations, continues to evolve as markets and technologies develop further. In the article ‘The fundamentals of standardizing global marketing strategy’ (2007), Viswanathan and Dickson contribute to the discussion by examining the considerations related to the standardisation of a multinational company’s marketing practices. The authors subsequently propose a new theoretical framework that identifies three complex drivers to be considered in evaluating the degree of marketing standardisation possible: the similarity of consumer response to the marketing mix, the transmissibility of competitive advantage, and similarities in the amount of economic freedom in different markets. The article imparts perceptive insights on the latter two drivers, which, according to the literature review, have been relatively ignored by researchers in comparison to the role of consumers. This critical review assesses the structure and practicality of the proposed conceptual framework, as well as the comprehensiveness of the authors’ exploration of the issue. The proposed theoretical model, intended for the use of marketing practitioners as an instrument in decision-making...
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...and town. B) The stores enable a retailer to take advantage of quantity discounts for fixtures and other materials. C) The stores ease the employee interchange among branches. D) The stores help portray a consistent image among franchise and chain store units. 5) Rationalized retailing is often used in conjunction with ________. A) micro-merchandising B) prototype stores C) a top-down space management approach D) a bottom-up space management approach 6) A characteristic of rationalized retailing programs is the ________. A) encouragement of manufacturers to finance inventories B) use of low-cost rental locations C) use of used equipment and fixtures D) high degree of centralized management control 7) Rigid control and standardization for each phase of business...
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...integration; however, as the company continues to grow exponentially, all branches and departments require the need for integration. A coordination model calls for high levels of integration but little standardization of processes (Robertson, Ross, & Weill, 2006). Implementing a coordination model will allow the financial advisors at each branch the power to negotiate and customize their experiences with customers. The focal point of the EA implementation will be the integration of shared data and services by all branches and departments across the world. By focusing IT investments on enabling the integration and standardization required of the company’s operating model, a company prepares itself for future strategic initiatives, without knowing what those initiatives might be (Robertson, Ross, & Weill, 2006) The operating model that has been set forth for Money Making Finance is no doubtable an excellent decision. Other financial and insurance companies have benefited immensely operating their EAs as coordination models to include MetLife and TD BankNorth. Coordination allows companies to integrate untold numbers or processes without forcing standardization (Robertson, Ross, & Weill, 2006). As a financial company, it is essential for Money Making Finance to avoid standardization in order to meet the demands of customers as previously mentioned. Changes to previous assignments include the maturity stage that Money Making Finance is currently operating at. After...
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...tradition. 1 Contemporary management functions With the development of management system, it makes people to realize that the world is changing. Thus, we need to reconsider how to accomplished management and the relationship between director and staffs. New technology and new operation mode are swap out the old. We need to combine the new and old management style. 2.1 The function of Standardization procedures. To set up the standard of the procedures will boost the efficient of the work, like use the certain size of tools for large farm work will save lots of labour costs. Due to some general problems exist in company, like unclear divide of the work or ambiguity of the duties and the power. It will leads to chaos in management. Therefore, company take standardization procedures not only to reduce the operational costs but also operational risk. For example the standardization applied in McDonald's. As an annual sales over 20 billion of the world’s top 5 hundred company, operate over thirty thousand restaurants over the worldwide. McDonalds applied standardization on production, advertising and employment. They all use the same standardized kitchenware, such as the “V” chips spade. It improve efficiency. That's the experience of McDonald, it took several years to set up a standardized process. To make sure each process accordance to the standards and any personal judgement and experience are redundant....
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...Standardization in anything makes it easier for people. They are able to know what to expect. We hear as children and as parents about standardized learning. The basis of this is that everyone is able to learn the same. The same curriculums to students no matter what school they attend. We also find standardization in different working fields by choice. Some companies choose to learn from others on how to run things. It can also come from employment of someone that worked for a company that had good policies. Certification is another way to join the ranks of standardization. ISO 9000 is one of these certifications that can help companies reach great standards. The point of ISO 9000 is embedding a quality management system into a company that will help increase productivity, reduce unnecessary costs and ensure quality processes and products (What is ISO 9000?, 2012). Companies have been able to use this standardization to help them become better. ISO certification is flexible certification that can be used with many different types of companies. It is not set for just one particular field. The whole point of ISO certification is to establish, maintain and improve a company’s quality management system (What is ISO 9000?, 2012). By looking at the big picture within a company they are able to set goals for improvement and work towards the greater good. ISO has three parts of audits. The first type of audit is the adaption of standards on a company basis. Internal...
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...IT Standardization in the Workplace IT Standardization is a strategy for minimizing IT costs within an organization by keeping hardware and software as consistent as possible and reducing the number of tools you have that address the same basic need. It may take the form of ensuring that every computer has the same operating system or purchasing hardware in bulk so that every PC in your office is the same make or model. Standardization often goes hand in hand with centralization, the process of giving your IT department more control over purchases of hardware and software, and more control over what staff members are allowed to do with their office computers. While imposing equipment standards can help you streamline your IT infrastructure, simplify decision making and minimize purchasing and maintenance costs, the process of standardizing can be complicated. There needs to be a balance created for standardizing your equipment versus balancing the organizational and staff needs. The process of standardization leads to greater effectiveness and efficiency in the workplace. Many workplaces rely heavily on IT infrastructure. Companies need technology to complete our most simple functions every day. Many workplaces, including companies I have worked, there are many laptop models with different programs installed on each one. We use various versions of MS Office including 2003, 2007 and 2013. Our systems are outdated with some laptops dating back to 2003...
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...New Hire Communication Classmate Review Use the table below to review the New Hire Communication assignment for the team member assigned to you by your instructor. Indicate whether each item is met, partially met, or not met and include specific feedback in the Comments column. |Content |Met |Partially Met |Not Met |Comments: | |80 Percent | | | | | |Paper defines the purpose of the communication. | | |x | | |Paper defines the audience. | | |x | | |Paper indicates the selected channel(s) for communication along | | |x | | |with rationale for selecting the channel(s). | | | | | |Writing Guidelines |Met |Partially Met |Not Met |Comments: | |20 Percent | | | | ...
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