Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Adaptation in international service marketing: Standardization versus adaptation in Eastern Europe
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2011 (English)In: / [ed] Jan Löwstedt, Stockholm, 2011Conference paper, Published paper (Refereed)
Abstract [en]

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

Place, publisher, year, edition, pages
Stockholm, 2011.
Keyword [en]
marketing, marketing mix content, brand content, service concept content, marketing strategy, cultural differences, buyer-supplier relationships
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-12980OAI: oai:DiVA.org:hig-12980DiVA: diva2:555442
Conference
Nordic Academy of Management Conference NFF 2011, Stockholm
Available from: 2012-09-20 Created: 2012-09-20 Last updated: 2017-02-01Bibliographically approved

Open Access in DiVA

fulltext(377 kB)2179 downloads
File information
File name FULLTEXT01.pdfFile size 377 kBChecksum SHA-512
76849dee5abac301c0b962b89541417e488eeb7891461685dfdf1f3fc8c1cc40f02aa9dcc14f51e679347a34b6cf7fcdc16db47ff40d83933889176f20521c9a
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Nilvander, FridaHyder, Akmal
By organisation
Department of Business and Economic Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 2179 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1356 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf