title: A Comparative Analysis of Standardization and Adaptation of International Marketing Mix
abstract: This article presents a comparative analysis of standardization and adaptation in the international marketing mix, focusing on the ongoing debate regarding the two strategies in the context of global market operations. The relevance of this topic arises from the increasing complexity faced by multinational enterprises when managing marketing efforts across diverse cultural, economic, and regulatory environments. This work aims to assess the relative advantages and disadvantages of both approache
journal: International Journal of Psychology and Strategic Communication