The literature on international marketing provides conflicting ideas and perceptions as pertains to international marketing. On one hand, the standardization model purports that the behavior of multinational companies should be uniform to enhance a global corporate image and reduce total costs. On the contrary, the customization model argues that companies need to tailor their products to suit the unique requirements of each market. Sometimes, international companies may be forced to combine both customization and standardization models to come up with a mix strategy. This paper will delve deeper into each of these strategies, using companies such as McDonald’s ...
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