Integrating Adaptation and Standardisation in International Marketing The AdaptStand Modelling Process

This research investigates UK multinational companies’ level of adaptation and/or standardisation across international marketing tactics. The research methodology consists of a questionnaire survey of the 500 biggest UK multinational companies. It examines whether multinational companies are adapting or standardising their marketing mix elements/7Ps (product, price, place, promotion, people, physical elements, process management) when they cross geographical borders and expand their operations to foreign markets. This research identified that both adaptation and standardisation are used at the same time and that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified and an understanding of how these are affected by a number of factors. Based on the results of the analysis, this study proposes a new modelling approach, the AdaptStand Process, which outlines the different stages to be undertaken by multinational companies towards identifying the level of integration across the marketing mix elements. Consequently, this research aims to contribute to theoretical knowledge and at the same time guide marketing practitioners in deciding on implementation of marketing tactics when competing in the international marketing arena.