Part A Compare and contrast standardization with customization of international marketing strategies. Part B Is one approach better than the other?

Part A Compare and contrast standardization with customization of international marketing strategies. The notion of globalization - a global firm pursuing a global strategy - is very appealing to managers. (Hardy, 1994, p365). As soon as the firms decide to expand into the global marketplace, the international marketing manager should determine what strategy would be adopted to mix the four P's of marketing: product, pricing, promotion, and place in the complex environment in future. In other …

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