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Description

Today is the age of Globalization. The world is emerging closer together, and human wants are said to be converging together. But questions still arise, on what exactly do consumers want? When an international company enters a market, do they have to change the way they marketed or produced their product to ensure that it is in accordance with the local needs? Researchers who support the theory of adaptation state that, if any company enters international terrain, it has to adapt itself; otherwise demise of the organization is certain. Adaptation Strategy and its benefits is a topic that had been debated over for more than a decade now. Certain researchers are absolutely sure that, local consumers have local needs arising out of local cultures and customs, which needs to be met, for an organization to successful. In this book, Adaptation strategy and its role in international business and marketing is emphasized. Mainly concentrating on the marketing mix aspects within the international market. Namely: Product, Price, Place and Promotion.