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Douglas and Wind (1998)
Management
> Global Marketing Management >
Lectures >
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Douglas and Wind >
Standardise? >
More on Standardisation? > Certain
circumstances
Certain circumstances
Douglas agrees that global
standardisation works, but only under certain circumstances:
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If a global market segment exists,
including consumer markets of luxury items, stereos, and computers,
and industrial markets such as banks, where well co-ordinated
technological systems are necessary. Global branding is important,
and some companies’ brands are linked to their country of origin
(e.g. McDonald’s), which may carry a link of prestige, quality (or a
desirable way of life).
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If “potential synergies” may arise, such
as transferring good ideas about a product, or promotional or
operating strategy from one country to another, enhancing the
business’ ability to adapt to new changes.
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If there is available a communication and
distribution infrastructure, which can deliver the product to
target customers globally. Financial institutions, for example, have
expanded their operations worldwide. The development of
telecommunications and logistical systems has facilitated the
ability to manage and standardise operations globally.
Factors
Internal Factors
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