| Abstract [eng] |
Saturation of markets and intensity of worldwide competition force the process of internationalization. The particular processes raise new challenges for companies. The decision to internationalize is always accompanied with the question if the product and the strategy for the new foreign market should be standardization (including product as the centric issue of marketing mix) is one of the most explored subject in the field of international marketing, the ongoing scientific debates and controversies in empirical findings prove the relevance of the topic and the need for further research in the field. In the light of conceptual and empirical controversies and the call for further research in the field, the paper aims to evaluate the marketing decisions of “Samsung” company of Lithuanian market. The problem is formulated raising a question what are the possibilities for product standardization in the process of internationalization of “Samsung” company of Lithuanian case. This paper aims to identify and generalize the factors determining product standardization possibilities in foreign countries markets and to test them empirically using the case of Lithuania. On the ground of the stated, paper presents the findings of theoretical analysis and empirical research of product standardization possibilities. The study is based on the systemic and comparative analysis of scientific literature also the case study is employed. The studies of scientific literature exhibited the increasing focus on the performance implication as the precondition for the more comprehensive analysis of the issue of marketing strategy standardization. The findings of the research revealed that despite the obvious differences in economical environment the approached “Samsung” company successfully transferred the same product model to Lithuanian market applying rather high degree of product standardization. The case study disclosed that the highest degree of adaptation was observed with market mix price element while the main factors having an influence were competitive intensity, legal environment and geographical distance. |
