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1、广州大学Brandinternationalizationstrategybeyondthestandardization/adaptationdichotomy.(fragment)NabilGHANTOUSGREFI-UniversitéPaulCézanneAix-MarseilleIII,France.19BdEmileZOLA13100-AixEnProvence-France.0033672070451presentedattheThoughtLeadersInternationalConferenceonBrandManageme
2、nt,15-16thApril2008,Birmingham-UK.**TheauthorwouldliketothankPr.JeanPHILIPPEforhisvaluablecommentsonearlierversionsofthispaper.Brandinternationalizationstrategybeyondthestandardization/adaptationdichotomy.AbstractThestandardizationvs.adaptationchoiceofinternationalbrandsshou
3、ldnolongerbeseenasdogmaticnorasarigiddichotomy.Instead,itshouldberegardedasacombinationofthesetwooptions,dependingoncontingentfactorsatagiventimeonagivenmarket.Buildingonareviewofthedifferentvisionsofconsumers’culture,wepresentamodellingoftheintermediatesolutionscombiningbot
4、helementsofstandardizationandadaptation,andthatisbettersuitedtodayfordemandandsupplydrivenconsiderations.Thus,wefirstdelimitatethequestionsthatneedtobeconsideredwhenformulatingtheinternationalmarketingstrategyandmix,andthenwepresentasimplifiedframeworkoftwodimensions,product
5、s’globalvocationanddemand’sglobalhomogeneity,leadingtoamatrixoffourstrategicoptionsforinternationalbranding.Keywords:internationalbranding,standardization/adaptation,internationalizationmatrix,consumers’culture.Brandinternationalizationstrategybeyondthestandardization/adapta
6、tiondichotomy.Whileglobalizationandtheculturescapesitisshaping(Appadurai1990)intensify,multinationalcorporationsfaceimportantchallengesintheirinternationalmarketingefforts,especiallyconcerningthemanagementoftheirbrands.Infact,takingitsbrandonaninternationalleveloffersgreatop
7、portunitiesbothforthesurvivalofthefirmanditsexpansion(MelewarandWalker2003),butatthesametimeconfrontsitwithdifferentoptionsconcerningitsstrategicandoperationalmarketingdecisions.Thereisnoconsensustodayintheinternationalmarketingliteratureonauniqueterminologyforinternationalb
8、rands(Hsieh2002,MedinaandDuffy1998).Nevertheless,despiteagrowingnumberofter
