Before we dive into real-time examples, let me explain what is product customization briefly. The global popularity of the Lego Batman movies has helped … As more and more globally standardized products are introduced in the market, the local sentiments and psychologically induced concepts might cause hurdles in the sales of the product. Whirlpool Example 2: As part of Whirlpool’s global strategy, the company wanted to develop products based on consumers tastes and needs. Her client manufactured a decadent ice cream that was very popular in the United States. Like many successful global companies, Lego had a strong base product with long-term consumer loyalty. Parents who loved Lego as a child introduced their children to the popular toy. Here are our top 4 brands which maximize their ROI by selling customized products. B. The global competitor will seek constantly to standardize its offering everywhere. We wanted to find how top brands incorporated product customization feature to their online store and how it impacted their overall sales & brand image. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Global strategy and global recognition strengthen consumer preferences and increase customer loyalty to this product, its image and turn the product into a global brand. Under the global standardization approach, a company uses the same standardized strategies, while selling the same products globally (Wilken & Sinclair, 2011). The standardization may cover products sold in one geographical location or the global arena. Standardization Is The Answer! For example, the safety of a certain brand of lighters can be a debatable issue, as what is unsafe for a consumer may be completely practical for another. There are lower costs due to longer production runs, design efficiencies, and marketing-related efficiencies—all of which lower costs. Standardization is the process of developing technical standards, which apply in the same manner to all manufacturers and consumers. Generally, management prefers global product standardization because A. Whirlpool had done extensive research and found that European customers wanted a microwave oven that could brown and crisp food. This interesting example comes from Laura Delaney who runs Chicago-based GlobeTrade.com, helping businesses market their products globally. Demand was so great that the company assumed that international markets would feel the same way. Criteria for Global Standardization and Local Adaptation. They have one product for the globe, which creates simplicity of message. 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