Future Strategic Challenges of Marketers

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because globalization means the drawing together of many different cultures and beliefs, which represents a strong and worthy challenge for those that market a product, business, or service to various countries.
For most of the last 50 years those that market and advertise internationally have been looking at whether international marketing should be standardized. It is important therefore to examine some of the recent evidence that deals with marketers and the strategy issues that they will be experiencing in the future. So far, many of the research approaches that have been used by various marketers and advertising agencies have made it extremely difficult when it comes to testing whether the actual idea of standardization is valid. Conclusive and direct evidence of whether this is a good idea needs to be established and it is important to look at this now because globalization and standardization of marketing is the largest challenge that marketers are facing today and will ...

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compromise is the way to go. This compromise indicates that whether standardization of marketing in today's global society is appropriate involves the type of product, the environmental factors that must be considered, and the characteristics of various consumers which makes this challenge of standardization much more situation-specific than many believe (Jain, 1989; Onkvisit & Shaw, 1994; Cavusgil, Zou, & Naidu, 1993).
Many marketers are facing this standardization challenge head-on but they are having a lot of difficulty with it because much of the data that deals with it looks at it indirectly and indicates that it is not often effective. Much of the data that marketers are ...

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