The experience of multinational companies in decision making process on marketing standardization and localization : the practical application of findings in creating case company´s marketing strategy

Abstract

This thesis was carried out as the final assignment of the Master of Business Administration Program at University of Agder, in the Faculty of Economics and Social Sciences. The subject of the thesis is standardization and localization in marketing of multinational companies. Determinants that influence decisions of these companies whether to standardize or localize their marketing activities have been searched for and analyzed. Advantages and disadvantages of both strategies have been defined. The experience of multinational companies in decision making process on marketing standardization and localization is used to make a framework for developing a marketing strategy for a case company. The case company is introduced and the main differences of its subsidiaries’ target markets have been searched for. As the case company is operating in service sector not production sector, the main differences between marketing in both sectors have been analyzed to find out if and how it could affect standardization and localization decisions. The same has been done with comparing marketing decision making in a multinational company that has branches in different countries, to a company, which is offering its services within borders of one country, as the case company.