For example, manufacturers of LED and LCD television follow certain product standardization rules that ensure that the products sold in the market have similar features. Whirlpool had done extensive research and found that European customers wanted a microwave oven that could brown and crisp food. The standardization may cover products sold in one geographical location or the global arena. There are lower costs due to longer production runs, design efficiencies, and marketing-related efficiencies—all of which lower costs. Standardization is the process of developing technical standards, which apply in the same manner to all manufacturers and consumers. This interesting example comes from Laura Delaney who runs Chicago-based GlobeTrade.com, helping businesses market their products globally. Demand was so great that the company assumed that international markets would feel the same way. Such approach is effective in cases where there are fewer choices of tangible and intangible components. Parents who loved Lego as a child introduced their children to the popular toy. Before we dive into real-time examples, let me explain what is product customization briefly. Her client manufactured a decadent ice cream that was very popular in the United States. As more and more globally standardized products are introduced in the market, the local sentiments and psychologically induced concepts might cause hurdles in the sales of the product. Under the global standardization approach, a company uses the same standardized strategies, while selling the same products globally (Wilken & Sinclair, 2011). Like many successful global companies, Lego had a strong base product with long-term consumer loyalty. There are many different brands of laptops, but they all perform the same function. B. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Here are our top 4 brands which maximize their ROI by selling customized products. Generally, management prefers global product standardization because A. The global competitor will seek constantly to standardize its offering everywhere. They have one product for the globe, which creates simplicity of message. Standardization Is The Answer! For example, the safety of a certain brand of lighters can be a debatable issue, as what is unsafe for a consumer may be completely practical for another. Criteria for Global Standardization and Local Adaptation. The global popularity of the Lego Batman movies has helped … Whirlpool Example 2: As part of Whirlpool’s global strategy, the company wanted to develop products based on consumers tastes and needs. Global strategy and global recognition strengthen consumer preferences and increase customer loyalty to this product, its image and turn the product into a global brand. We wanted to find how top brands incorporated product customization feature to their online store and how it impacted their overall sales & brand image. In this case, a laptop is the best example of a standardized product. Of which lower costs this interesting example comes from Laura Delaney who runs Chicago-based GlobeTrade.com helping... The company assumed that international markets would feel the same way popular in the United States product with consumer. Which maximize their ROI by selling customized products her client manufactured a decadent ice cream was. 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