Global standardisation or localisation strategy

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Reference no: EM133901772

Question

In international business, one of the decisions managers need to make is whether to adopt a global standardisation or a localisation strategy.

1. differentiate between global standardisation and localisation strategy including the advantages and disadvantages of each.

2. Which strategy would you recommend for the following companies (choose one only)? Briefly justify your answer and outline its implications on the company's marketing strategy.

a. Jollibee

b. Haier

c. Starbucks

Reference no: EM133901772

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