Additionally, different markets are characterized by different needs and, therefore, a standardized product may not necessarily meet the needs of all the customers in different localities (Culpan 2002).īy around 1930s, the marketing strategy which had been adopted by Raleigh was not selling a standardized product in all the markets. This is because the product is responsive to the needs of the individual markets. On the other hand, proponents also argue that standardization helps the company to increase its market. It allows better coordination in the international market since the company is dealing with a stable brand. Additionally, standardization is seen as a means of reducing managerial complexity. The proponents of standardization feel that the companies that adopt it are able to cut down the operation costs since it can take advantage of customer’s taste homogenization. We will write a custom Raleigh Bicycle Company’s Global Marketing and Culture specifically for youįor only $14.00 $11,90/page 308 certified writers online Learn More One of the issues that the company must contend with is whether to standardize their products in all markets or to develop products that are responsive to the local markets. Describe the Internationalization ‘balance’ between standardization and adaptation over the history of Raleighĭawson and Lee (2005) argue that any company which wishes to make forays in the international market must ensure that it considers standardization and adaptation.

Raleigh bicycle company