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. 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. Synergetic positive affects on various business processes and global uniformity of brand value proposition can be listed as additional advantages associated with standardisation. En revanche, l’adaptation est indispensable en raison des nombreuses différences entre les consommateurs locaux et étrangers. - Marketing différencié ou multi-segmenté - Multisegment marketing : … Une standardisation des programmes et actions marketing concernant plusieurs marchés nationaux. Not all services are the same. Moreover, differences in languages between countries may have negative implications on standardisation, at the same time supporting the implementation of adaptation strategy. September 2011 DOI: 10.14428/rec.v33i33.51883 Arabes Unis. Avec ACA CI A (Aide au Choix et à l'Adaptation des Couverts d'Interculture dans les Assolements) vous pourrez, entre autres, avoir les renseignements suivants : - Nombre de pieds de chaque espèce du mélange, - Répartition selon les familles botaniques, - Complémentarité des couverts (exploration racinaire & compétition aérienne), Nous savons que les avantages de la standardisation résident essentiellement dans : - La réduction des coûts offert par les éco-nomies d’échelle, - La création d’une image de marque ho-mogène et forte, - L’utilisation des synergies entre pays. Entre affiliation et adaptation locale, McDonald’s, précurseur d’un modèle économique se place comme marque créatrice d’opportunités au rang international. Arguments pour l'adaptation de la politique de produit. (Grönroos, 1999) During the last 25 years, 34 major studies have addressed the adaptive versus global approach to the ingredients of the marketing mix (Melewar & Saunders, 1999 in Van Mesdag, 2000); in these studies both approaches are defended. RELATIONSHIP BETWEEN PRODUCTQUALITY, PROFITABILITY AND MARKET SHARE. Modern businesses are granted with vast opportunities in terms of revenue maximisation through entering new markets. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptation of products and service in new markets. celle du choix entre l’adaptation ou la standardisation des décisions. For example, standardisation is often criticised for neglecting unique aspects of local culture in foreign markets. Le choix du terrain d’investigation. Pour toutes ces raisons, le domaine des émissions de flux nous a paru être un domaine extrêmement riche en matière d’exemples de standardisation et d’adaptation … Il est vrai que le marketing international se distingue du marketing national par le fait qu’il interprète des variables plus nombreuses et plus complexes. Les communautés touchées par le changement climatique participe au choix des options et des priorités en matière d’adaptation 2. (Grönroos, 2000), The literature of operations management has paid relatively little attention to the globalisation of services while emphasising the international nature of manufacturing. La standardisation se décline sur trois axes majeurs, qui sont les 3 dimensions des attributs du produit, selon la définition marketing : Ils affectent de façon France la décision entre adaptation et standardisation ;-­‐ les attributs liés au service : ils diffèrent de manière importante entre les différents pays, car la majorité des services sont en relation directe avec les de la standardisation a l'adaptation … Korotkov et al. Stratégie de standardisation adaptée ou marketing glocal. 15) Vrontis, D. (2005), “The creation of the Adapt Stand process in international marketing”, Journal of Innovative Marketing, Vol. Stratégie d’internationalisation : Le choix des marchés et leur mode d’accès 2. L'entreprise qui désire s'internationalisée a le choix entre trois options stratégiques : la standardisation, l'adaptation et la standardisation adaptée 31. Cependant, les études de Lages et al. Adaptation strategy offers advantages of meeting differences of local markets at various levels, and in this way achieving greater levels of customer satisfaction. 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. Choix de l'option stratégique. Nous allons, à travers l'étude de la publicité Nespresso, illustrer cette thèse. Differences in relevant government legislations and conditions of consumption of products and services can be mentioned as additional factors supporting the adoption of adaptation strategy. L'axe de communication est le. Labour intensity is currently a factor in the globalisation of services. 14) Vrontis, D. (2003), “Integrating adaptation and standardisation in international marketing, the Adapt Stand modeling process”, Journal of Marketing Management, Vol. Lisez ce Politique et International Dissertations Gratuits et plus de 244 000 autres dissertation. 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). L’article conclut : « Les acheteurs de confiture ont donc été plus nombreux à renoncer. Le choix entre marché national , international et mondial L¶entreprise doit préciser quels rôles respectifs occupent le marché national et les marchés étrangers dans la définition de sa stratégie. Le Banana Slide de ONLEVEL convient à la quasi-totalité des installations. Compromise between standardisation vs. adaptation argument can be achieved in a way that standardisation can be applied in order to develop global marketing strategies in general, at the same time when applying adaptation to address unique aspects of local markets. Winer, R. (2009), “New Communications Approaches in Marketing: Issues and Research Directions,” Journal of Interactive Marketing, 23 (2), 108–17. Furthermore, the practice of standardisation in marketing practices also benefits from the concept of “world consumer” (Hallgren et al., 2012), according to which increasing forces of globalisation and role of media, and frequent travelling at the global scale have fuelled harmonisation of values and lifestyles across the borders. L'adaptation contre la standardisation Les entreprises qui agitent sur les marchés internationals, ont le choix entre la stratégie de standardisation et la stratégie d’adaptation. 26, Issue: 4/5, 2009. En effet, bien que les besoins de base (manger, dormir, ...) soient communs à tout être humain quels que soient son pays d'origine ou sa culture, il existe de nombreuses différences socioculturelles entre les consommateurs à travers le monde. We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. The globalisation of front room operations with its verbal customer contact still depends heavily on cultural adaptation of the service. 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. Cette stratégie tient compte de la globalisation et aussi des contraintes du marché local ou domestique. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). Differentiation will occur through customisation and complexity of the service. Decisions by Nike strategic management to increase the level of adaptation of its marketing message for international markets might negatively affect its core brand identity compromising its chances for further growth. Yeaaaahhh - Banana Slide. Dans certains cas, cette adaptation peut être obligatoire, normes techniques par exemple, ou alors l'adaptation peut constituer un choix. (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). (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. & Lamprianou, I, (2009) “International Marketing Adaptation versus Standardisation of Multinational Companies” International Marketing Review, Vol. Standardization is the process by which a company makes it methods, especially its production processes, uniform/identical throughout its … Emmanuel AhoulouVineet Kumar Tyagi Tatiana Serrano Xingang Yu 2. 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. In other words, standardisation and adaptation strategies do not have to be mutually exclusive; however, an adequate level of balance needs to be maintained between the two. Organisational factors relate to organisational culture, type of ownership, the degree of international experience and the share of revenue from international markets (Theodosiou and Leonidou, 2003). Moreover, according to the Conceptual Model of International Marketing Strategy the degree of standardisation or adaptation in new market has direct implication on sales, profits, market share, the levels of customer satisfaction, and composite performance. 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). Ces choix ont des conséquences très importantes en matière de conception de la stratégie mercatique internationale de lentreprise et de la structuration des activités … 2, pp. The essay is completed by drawing conclusions on standardisation vs. adaptation debate and its relevance to the modern marketplace. We have chosen to focus on the international dimension of standardisation versus adaptation in service marketing. As it was discussed above, Nike brand image is associated with dynamism and active lifestyle effectively communicated though its slogan ‘Just Do It’ to the global marketplace. Article 4 : McDonald's: Entre standardisation et adaptation La Standardisation . Some services were international in scope long before the term “scientific management” was ever invented or the first marketing course was taught. Imprimer ; Par définition la franchise repose sur la standardisation. - Completely free - with ISBN (2008) présentent un intérêt particulier. Low speed of implementation of adaptation strategy in practice marks one of the main disadvantages of this strategy (Poulis and Poulis, 2013). Interpretivism (interpretivist) Research Philosophy. However, it is a fact that international marketing of services is becoming a considerable part of total service marketing. Adaptation ou standardisation des produits. Implementation of international market expansion strategy involves strategic-level decision making in relation to global branding strategies, the choice of market entry strategies such as wholly-owned subsidiaries, exporting, licensing, or forming joint-ventures, as well as, deciding on the level of standardisation or adaptati… 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. Go to First Page Go to Last Page. Moreover, standardisation can prove to be particularly effective for highly sophisticated and complex products from technical viewpoint (Vrontis et al., 2009). (McLoughlin & Fitzsimmons, 1996), - Publication as eBook and book 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. implique-t-elle un choix entre une standardisation ou une adaptation ? Standardisation and Adaptation Within International Marketing Context 24708 Words | 99 Pages. Et il est vrai que bien souvent, il est plus facile de proscrire l’activité que de l’adapter. Ikéa : une stratégie à mi chemin entre la standardisation et l'adaptation Un document Word de 16 pages Date de publication : 05/05/2001, mis à jour le 05/05/2001. 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 entreprises optent alors pour la standardisation adaptée ou approche glocale (contrac­ tion des termes global et local). On one hand, standardisation offers significant cost advantages, but it fails to address some of the differences associated with each individual market. 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. 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. Ces dimensions différentes sont expliquées à ce point du dossier. These changes may be political, economical, social or technological; nevertheless, relevant business processes may be subjected to modifications in order to eliminate or at least to minimise negative impacts of these changes. 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. (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. de masculinité et de féminité comme guide de lecture explicatif des différences culturelles entre la France et l’Allemagne.

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