Many factors impact a company’s marketing approach when branding a product across global markets. One of the most significant decisions facing an international organization is whether to standardize marketing across all countries or devise individual national marketing campaigns for each country. Based on the course reading in Chapter 18 of the text, you will consider the factors contributing to the decision to standardize versus customize marketing approaches.
After performing your research in the text, post your summation to the journal thread. You must use academically credible resources (i.e., no Wikipedia or blogs) and cite them following APA formatting. Include all cited sources in a reference list at the end of the post. Consult the Unit 1 Reading area and “Academic Writer” link located in the “Academic Tools” area under “Course Resources” for assistance with APA formatting.
Your response should:
Describe four strategic factors a business owner should consider when deciding whether to standardize or customize their marketing approach
Analyze which factors you think possess the most significant risk for an organization.
Be a minimum of 300 words.
Include at least two academically credible external sources.