choix entre standardisation et adaptation

Politique d’internationalisation : Standardisation Glocalisation L’adaptation 1. American service companies are faced with the problem whether or not to adapt their services to the user’s culture or to deliver the product that made their reputation in the USA. In other words, global businesses pursuing standardisation strategy are able to respond to changes in individual markets to a lesser extent compared to local businesses or businesses using adaptation strategy. L’ACTIVITE DE PRISE EN CHARGE : ENTRE ADAPTATION ET STANDARDISATION Les attributs du parcours Problématiser la prise en charge des malades comme un processus qui se doit d’être rationalisé n’est pas une démarche familière. Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. La Standardisation Et L'adaptation. (2012) “Relevance Lost! 7-21. Scenery, text and other elements of ‘Dove’ television advertisement are the same for all markets, however, models featuring in advertisements and the language used by those models are adapted according to local culture for each individual market. Les plans locaux d’Adaptation sont formalisés et intégrés dans le développement des priorités des administrations locales 3. La publicité corporate des multinationales, entre standardisation et adaptation: étude des pratiques de L’Oréal, Benetton et Ford Motor Company. But curiously, most of these studies have looked only at a single element in the marketing mix (14 of the studies focused on advertising). Korotkov et al. High levels of financial expenses can be specified as a major disadvantage of adaptation strategy. Go to First Page Go to Last Page. entre la traduction et l'adaptation, processus qui d'ailleurs ne sont nullement incompatibles. Je m'abonne. Toute décision étant susceptible d’entraîner des regrets, plus le choix est grand, plus l’éventualité de regrets est grande ». Adaptation strategy implies changing various aspects of products and services to a considerable extent in order to meet the needs of consumers in international markets taking into account their differences (Chung, 2009). (2004) “Management: Theory and Practice” 6th edition, Cengage Learning, Donelly, R. (2009) “CIM Course book: Customer Value through Marketing” Routledge, Gupta, S. & Randhawa, G. (2008) “Retail Management” Atlantic Publishers & Distributors, Hallgren, M., Nilsson, A., Blomquist, T. & Soderholm, A. It is important to note that this essay has presented discussion of standardisation vs. adaptation argument mainly with disregard to industry-specific factors, and in real-life business environment the extent of standardisation or adaptation is different for each industry. 24, Issue 3, 2012, Chung, H.F. (2009) “Structure of marketing decision-making and International Marketing standardisation strategies” European Journal of Marketing Vol.43, Issue: 5, 2009, Chung, H.F., Wang, C.L. Mots Clés Communication, marketing international, standardisation, adaptation, hypermarchés Abstract implique-t-elle un choix entre une standardisation ou une adaptation ? Une standardisation des programmes et actions marketing concernant plusieurs marchés nationaux. Choisir entre vingt objets, c’est renoncer à dix-huit autres. One reason for communicating with the customer is to learn what the customer needs and to customise the service accordingly. Il y a une quinzaine années, j'avais eu l'occasion d'enseigner pendant un an dans un lycée technologique les programmes dit "Viala" (de 2001, sauf erreur). En revanche, l’adaptation est indispensable en raison des nombreuses différences entre les consommateurs locaux et étrangers. Généralement, l'adaptation d'un produit est valorisée par le client local, mais augmente les coûts de développement et de production. Red Bull GmbH, Austrian energy drinks manufacturer uses adaptation strategy in relation to all elements of marketing mix to a great extent. Consulter l'étude complète . Il me semble qu'avec ces programmes, dans leur esprit (croisement d'objets d'études et de perspectives d'études), l'adaptation eût été beaucoup plus simple et … Cependant, les études de Lages et al. Lisez ce Politique et International Dissertations Gratuits et plus de 244 000 autres dissertation. Arabes Unis. Cette adaptation ne devait concerner que la partie écrite car comme il estimait que le langage des images était un langage universel, il suggérait de ne pas modifier les illustrations. This paper reports the findings from a postal survey investigating selected characteristics of winners of the Queen’s Award for Export, arguably the premier award for export achievement in the UK. The essay is completed by drawing conclusions on standardisation vs. adaptation debate and its relevance to the modern marketplace. Selon Solberg et Durrieu (2008), la standardisation réduit les coûts et donne une image de marque mondialement reconnaissable. Le choix du terrain d’investigation. The strategy of adaptation proves to be effective for mass consumption of products in general, and grocery products in particular as the level of cultural sensitivity towards such types of products tend to be high. Marketing mix can be explained as “the particular combination of marketing variables offered to a market at any point in time” (Cole, 2004, p.xiv), and these marketing variables include product, price, place and promotion. Le détachement . Entre affiliation et adaptation locale, McDonald’s, précurseur d’un modèle économique se place comme marque créatrice d’opportunités au rang international. Find: Previous. 3- Un choix stratégique mix (adaptation/ standardisation).-----CONCLUS 2 2009/2010. Le choix de textes du XXe et la nature de cette dernière question favorisent les rapprochements avec le programme d’histoire, de même que le chapitre sur littérature et engagement McDonald’s est l’exemple type de la stratégie de standardisation adaptée. Les adaptations physiques et comportementales ça vaut aussi pour les oiseaux mais au lieu que sa soit leurs dents qui change c'est la forme de leurs becs Quand on parle d'adaptations physique ça peut être par exemple la forme du crâne d'un animal qui correspond à son régime (Grönroos, 2000), The literature of operations management has paid relatively little attention to the globalisation of services while emphasising the international nature of manufacturing. III. The slogan of a global sports clothing company Nike, ‘Just Do It’ can be mentioned to justify this argument. Arguments pour l'adaptation de la politique de produit. - High royalties for the sales & Huang, P.H. (McLoughlin & Fitzsimmons, 1996), With the exception of professional services, customisation and complexity are not important issues with the routine nature of many multi-site consumer services such as fast foods. Cependant, les études de Lages et al. parmi les variables les plus importantes à prendre en considération lors de l'élaboration d'une politique de marketing international c'est la culture de pays à laquelle on va exporter. Labour intensive activities can be supported by major investments in communications and computer systems that facilitate the transfer of information into and out of the process. Elle suppose de comprendre les … En … The fact that so much recent reporting focuses on the export of back room operations indicates that one factor in globalisation is the degree of customer contact. RELATIONSHIP BETWEEN PRODUCTQUALITY, PROFITABILITY AND MARKET SHARE. Le Choix Entre La Standardisation, L'adaptation Et La Standardisation Adaptée L'entreprise qui veut exporter possède plusieurs alternatives au niveau de la stratégie de communication internationale à adopter et plus particulièrement en matière de publicité : La standardisation L'adaptation La standardisation adaptée Le choix entre l'adaptation ou la standardisation de votre communication … (Van Mesdag, 2000), In order to understand why the internationalisation process of a service company differs from that of a manufacturing company, it is important to make clear what characterises services and what characterises products (Edvardsson, Edvinsson & Nyström, 1992). Il ne s’agit plus de faire un choix entre standardisation et adaptation mais bien de combiner les deux au sein de la communication publicitaire. Les résultats ont montré que la standardisation et l’adaptation de la communication sont deux conditions nécessaires et complémentaires pour la réussite des hypermarchés français au Moyen-Orient. 19, pp. Il est impossible de déterminer le degré adéquat de standardisation / d'adaptation d'un produit sans connaître le contexte précis de l'entreprise qui le fabrique. 1.2.2.4. Tanzania SENS Standardisation Test 2018 V3 form_id column: ... l'onglet d'instructions sur les modalités de fonctionnement et d'adaptation du formulaire au contexte local. PUBLICITE NESPRESSO. On one hand, standardisation offers significant cost advantages, but it fails to address some of the differences associated with each individual market. In other words, because there are no or minor differences in marketing communication strategy due to the use of standardisation approach, the same set of tools can be utilised to assess the levels of effectiveness of marketing strategy in relation to each geographical market segment with positive implications on the levels of cost effectiveness. al. standardisation et la flexibilité sont des méthodes à la fois antagonistes et complémentaires qui, dès la phase de ... phase de conception, facilitent les choix de conception en faveur de la prévention des déchets. Because of the enormous differences in the ability to globalise product or service categories, studies that ignore the nature of the product/service, this author believes, are of little use. For example, integrated marketing communication processes of a leading consumer electronics company – Apple, are highly standardised and this is partially caused by the fact that its products such as IPhone, IPad and personal computers do satisfy the same types of customer needs t toregardless of the geographical location. L'entreprise qui désire s'internationalisée a le choix entre trois options stratégiques : la standardisation, l'adaptation et la standardisation adaptée 31. La première solution oblige la société de s'adapter aux différence … External characteristics of antecedent factors consist of environmental factors, market characteristics, customer issues, competition, and product and industry. C’est la recherche d’un équilibre entre standardisation et adaptation aux singularités qui est ainsi visée. Winer, R. (2009), “New Communications Approaches in Marketing: Issues and Research Directions,” Journal of Interactive Marketing, 23 (2), 108–17. This slogan effectively communicates the same marketing message and promotes the same lifestyles in the global scale, and so far Nike has immensely benefited from this strategy in terms of profit maximisation. For the multi-service single-site strategy to be successful internationally, customers must be willing to travel a long distance and stay for an extended time or telecommunications must be substituted for physical travel. Labour intensity is currently a factor in the globalisation of services. Article 4 : McDonald's: Entre standardisation et adaptation La Standardisation . L’adaptation empêche toute synergie entre les actions menées sur les différents marchés. When pursuing product adaptation strategy differences of specific markets can be addressed at product development stage, accommodating differences in customer wants and needs in an effective manner. September 2011 DOI: 10.14428/rec.v33i33.51883 The globalisation of front room operations with its verbal customer contact still depends heavily on cultural adaptation of the service. Le débat entre marketing global et marketing local a lieu depuis les années 1960. 1.Greater conformance to product specifications-----high market share. We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. - It only takes five minutes Le terme « marketing global » s'oppose ainsi à « marketing local » qui signifie des programmes marketing et des actions marketing adaptés à l'environnement national de chaque marché. When entering new market, decisions need to be taken by strategic level management about the extent of standardisation in relation to each individual component of the marketing mix. Moreover, standardisation can prove to be particularly effective for highly sophisticated and complex products from technical viewpoint (Vrontis et al., 2009). Some services were international in scope long before the term “scientific management” was ever invented or the first marketing course was taught. Dans le cadre d’une stratégie d’internationalisation, les enseignes commerciales doivent généralement faire le choix entre standardisation et adaptation (Cox et Mason, 2007 ; Apfelthaler, 2015), marketing global et marketing local (Macé, 2000). Le marketing interculturel INTRODUCTION A l’heure actuel, face à la recherche des prix les plus bas par les consommateurs, mais aussi des profits plus élevé par les entreprise, on constate que l’internationalisation s’impose à la plus part des entreprises. By definition, customer contact is not a factor where routine back room operations are involved, however, local workers will need to be trained in their native language. Enfin, un état de l'art des techniques d'adaptation révèlent la complexité des paramètres à concilier lors d'un choix de conception et suggèrent des choix à privilégier en dégageant deux voies complémentaires pour la mise en oeuvre d'un équilibre entre standardisation et adaptation : les architectures réflexives et l'usage de patterns For example, Nokia Corporation, a global communications and information company based in Finland focuses on product adaptation on new markets to a great extent, while other elements of marketing mix a subjected to adaptation to a lesser extend. 1 No. The unique features of the location (for example tourist attraction or reputation of service personnel) will dictate the selection of this strategy. (1969) “The Tortous Evolution of the Multinational Corporation” Columbia Journal of World Business” Vol.4, Issue: 1, 1969, Poulis, K. & Poulis, E. (2013) “The influence of intra-national cultural heterogeneity on product standardisation and adaptation: A qualitative study” International Marketing Review ,Vol.6, Issue 3, 2013, Schmidt, S.O., Tyler, K. & Brennan, R. (2007) “adaptation in inter-firm relationships: classification, motivation, calculation” Journal of Services Marketing, Vol.21, Issue 7, 2007, Schumpeter, J. Specifically, according to Korotkov et al. Extended marketing mix also comprises people, process and physical environment along with its four core components mentioned above. … On ne peut affecter une fois pour toutes des valeurs économiques déterminées à la diversité et à la standardisation. 2, pp. 283-305. High level of effectiveness of monitoring the outcome of marketing communications also contributes to efficiency of standardisation strategy (Chung et al., 2012). L’article conclut : « Les acheteurs de confiture ont donc été plus nombreux à renoncer. Standardisation and Adaptation. (2008) présentent un intérêt particulier. A service that decides to retain its location and attract customers from around the world will be faced with developing the foreign language skill and cultural sensitivity of its customer contact employees. According to Vrontis et al. Global image of the brand can be effectively reinforced via the application of standardisation to integrated marketing communication strategy. According to this strategy Nokia focuses on selling low-cost basic but affordable products such as Nokia 3410 and Nokia 105 in market in African continent where customer purchasing power is low, whereas, the same company offers smartphones with advanced features and capabilities such as Nokia Lumia and Nokia E series in North America and Europe. Adaptation strategy offers advantages of meeting differences of local markets at various levels, and in this way achieving greater levels of customer satisfaction. Toutefois, un choix entre standardisation et adaptation mais bien de combiner les deux au sein de la communication publicitaire.Les entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac­ tion des termes global et local). - Every paper finds readers. Businesses may choose to apply adaptation strategy towards certain elements of marketing mix more than other elements (Mitchell et al., 2012). Moreover, learning the specifications of local culture in order to integrate this knowledge to the elements of marketing mix can prove to be a costly initiative. Transportation infrastructure and logistics management will be required to accommodate the visiting customers. Dans certains cas, cette adaptation peut être obligatoire, normes techniques par exemple, ou alors l'adaptation peut constituer un choix. Adaptation strategy usually eliminates the chances of benefiting from the economies of scale. The orange tab ... La hauteur doit être comprise entre 54 cm et 125 cm. Ces choix ont des conséquences très importantes en matière de conception de la stratégie mercatique internationale de lentreprise et de la structuration des activités … Standardisation critics argue that its application diminishes the levels of flexibility of the business in new markets. Stratégie de standardisation adaptée ou marketing glocal. For example, standardisation is often criticised for neglecting unique aspects of local culture in foreign markets. Rationale behind standardisation practices relate to homogenisation of consumer wants and needs due to intensifying forces of globalisation (Winer, 2009). At the same time, the company uses adaptation through introducing Maharaja Mac in India, Mc Arabia in Middle East, and Mc Nuggets with chilli garlic sauce in China (Schumpeter, 2011). (2013) illustrate advantages of adaptation strategy at psychological level. Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. Le dilemme technique entre standardisation et adaptation suscit e nécessairement une interrogation sur l’usager, membre d’une ou plusieurs organisations et consommateur social. Selon Solberg et Durrieu (2008), la standardisation réduit les coûts et donne une image de marque mondialement reconnaissable. Nous allons, à travers l'étude de la publicité Nespresso, illustrer cette thèse. There is little doubt that new telecommunications modes have helped the globalisation of services. Differentiation will occur through customisation and complexity of the service. d’exécution, entre standardisation et adaptation, est apte à éviter ces phénomènes de sur-rationalité. Les stratégies d'offre marketing à l'international :Adaptation ou standardisation ? Les sociétés opérant à l’échelle de la planète peuvent alors profiter d’économies d’échelle et de leurs compétences globales dans les domaines de la production, de la technologie et du marketing. Standardisation involves using “the same range of products, the same pricing, promotional and location strategies” (Gupta and Randhawa, 2008, p.77). Les entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac­ tion des termes global et local). C'est ce qui permet d'assurer la cohérence de l'image de marque. It may have to pay more to get those skills. How quality is defined? We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. L’adaptation consiste à ajuster la stratégie de communication et sa Ici, il s'agit d'appliquer le même mix-marketing que celui mis en oeuvre sur son marché actuel ou dit de base. (2012) “A contingency approach to International Marketing strategy and decision-making structure among just exporting firms” International Marketing Review, toVol.29, Issue 1, 2012, Cole, G.A. De nombreux facteurs empêchent la standardisation et obligent une adaptation des publicités télévisées. Synergetic positive affects on various business processes and global uniformity of brand value proposition can be listed as additional advantages associated with standardisation. Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. Brown, S., McDonagh, P. & Schultz, C. (2012) “Dark marketing: ghost in the machine or skeleton in the cupboard?” European Business Review, Vol. Globalisation has different implications for different types of services and is affected by the nature of the process involved in creating and delivering a given service. We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. (2007) confirm that application of standardisation can offer advantages of economies of scale in buying, and cost advantages associated with replications of store design and marketing techniques. Thus, McDonald’s is able to achieve advantages of both, standardisation and adaptation strategies in global marketplace. Stratégie de standardisation adaptée ou marketing glocal. L'axe de communication est le même mais la réalisation créative sera adaptée. Interpretivism (interpretivist) Research Philosophy. A Conceptual Model of International Marketing Strategy in relation to standardisation vs. adaptation has been introduced by Theodosiou and Leonidou (2003). Another effective illustration of this strategy can be observed in marketing of Unilever’s ‘Dove’ brand of soaps. Internal characteristics of antecedent factors, on the other hand, are limited to organisational and managerial factors. Market entry strategies, branding strategies and the levels of standardisation or adaptation of each single element of marketing mix can be rightly specified as critical success factors directly impacting the success of business in the new market. Standardisation can focus on core competitive advantage of the brand and it “allows for a consistent and strong brand to be developed across all markets” (Donelly, 2009, p.150). (McLoughlin & Fitzsimmons, 1996), Standardising a service worldwide is best accomplished when routine services are involved, as we, for example, see in the example of McDonald’s. The notion of ‘Think Global, Act Local’ relates to this approach to a certain extent. When taking a high customer contact service overseas, language and culture can create barriers to effective communication. McDonald’s exercises standardisation to a great extent in supply-chain management, employee relations, service processes, and many other business processes, thus achieving economies of scale in several levels. standardisation des produits et des goûts. Modern businesses are granted with vast opportunities in terms of revenue maximisation through entering new markets. En revanche, l’adaptation est indispensable en raison des nombreuses différences entre les consommateurs locaux et étrangers. Même en matière de standardisation, domaine qui pourrait ouvrir la voie à une interopérabilité très large entre les écosystèmes spécifiques, il y a de fortes réticences. Sélectionner des porte-greffes (interface entre le sol et le greffon) : outre la tolérance au phylloxéra, le porte-greffe contribue à l’adaptation du cépage au milieu. de masculinité et de féminité comme guide de lecture explicatif des différences culturelles entre la France et l’Allemagne. LA STANDARDISATION DE L’AMAZIGHE (BERBÈRE) AU MAROC : ENJEUX ET RÉCEPTION AUPRES D’ENSEIGNANTS by asderes in Types > Research > Literature y la standardisation … Multi-service development represents an alternative growth vector for a successful service firm. Cependant, cette différenciation fait l’objet de nombreux désaccords, les uns optant pour l’adaptation, les autres pour la standardisation (Agrawal, 1995). Standardisation is mainly a client in relation to industrial types of products because industrial products are purchased from the same reasons all over the world. Stratégie de standardisation. Standardisation strategy is used to full extent by many global businesses across wide range of industries such as Adidas, Nike, Coca-Cola Company, Unilever, Johnson & Johnson and others. Red Bull in Chinese market, on the other hand, is designed in gold and red colours, because gold colour represents wealth and happiness in China and red is associated with good luck. (2013), adaptations of product design, functions and capabilities according to the needs of specific geographical customer segment is most likely to be appreciated by local customers with positive implications on the levels of revenues.

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