Adaptation in international service marketing : Standardization versus adaptation in Eastern Europe

• AbstractPurpose This study aims to describe international marketing strategies of a service firm in Lithuania, focusing on standardization and adaptation. To go into the depth of the study, areas of standardization versus adaptation have been identified and four contents, have been examined.Research design and methodology Considering the complexity of standardization/adaptation dilemma in developing international service marketing strategy, a case study on a Swedish firm is conducted. Semi-structured interviews and a set of open ended questions have been used for data collection. Analysis of the data is carried out focusing on standardization/adaption in the internationalization process and where they should occur.Findings By analyzing the contents internal factors, external factors and standardization/adaptation contents, it has been possible to find where marketing adaptations are needed and where standardization are favored. With help of a conceptual model we have been able to illustrate where in the process of marketing adaptations needs to be done. In case of cultural differences, it is found that the marketing strategy has largely been adapted to local conditions, but at the same time there has been a clear objective to keep the technology and the foreign firm’s knowledge and practices attached to it intact.Originality This paper makes a unique contribution building on the process of adaption/ standardization of international services marketing in a culturally distant country. Introduction of the four contents concept offers a new theoretical insight in seeing how service firms can develop their international marketing strategies through addressing adaptation/standardization issue.Keywords Services marketing, marketing mix content, brand content, service concept content, marketing strategy, cultural differences.Classification: Case

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

marketing

marketing mix content

brand content

service concept content

marketing strategy

cultural differences

buyer-supplier relationships

Publication and Content Type

ref (subject category)

kon (subject category)