为了扩大业务；纽约三明治连锁店在迪拜推出了他们的新特许经营店NY Deli。在迪拜开业之前，他们确实测量了文化喜好，醋精和其他含有酒精的饮料不能在迪拜的公开市场上出售，只能在酒店房间里供应，也只能供应给非穆斯林。因此，他们不得不根据当地文化调整产品供应，他们认为这是在迪拜市场成功运营所必需的。因此，他们更换了所有以烈酒为原料的沙拉酱。
Domestic markets are becoming concentrated, due to which big companies such as Wal-Mart are eyeing overseas markets. As they don’t expect huge sales at home market. Another reason for globalization of markets is the trade agreements. The United States, Mexico and Canada are involved in free trade due to the GATT (General agreement on tariffs and trade).
国内市场正变得集中，因此沃尔玛等大公司正着眼于海外市场。因为他们预计国内市场不会有大的销售额。市场全球化的另一个原因是贸易协定。美国、墨西哥和加拿大因关贸总协定而参与自由贸易。
2.5: Standardization vs. adaptation of Marketing Business Strategy 营销业务战略的标准化与适应性
Standardization and adaptation were considered as two opposites, traditionally. Firms either adapted a new strategy or apply a universal strategy in all foreign markets where they were operating. However these two elements are seen as two extremes. With companies adopting either the one or another or adopting a mix of these two strategies’ (chhabra, 1996; Ozsomeret al, 1991; Whitelock and Pimblett, 1997) cited in (Fernie, 2005, p. 71).
传统上，标准化和适应被认为是两个对立的方面。公司要么调整了一种新的战略，要么在其经营的所有外国市场应用通用战略。然而，这两个要素被视为两个极端。公司采用一种或另一种策略，或采用这两种策略的混合策略”
Several studies conducted by authors have tried hard to identify the background and history of adaptation and standardization. A detailed study on the marketing strategies of US based MNCs operating in European markets, conducted by Boddewyn and associates reported that, between 1973 and the early 1980s standardization was most common and was increasingly being used, however there was a shift from standardized marketing strategies, and companies started using adaptation marketing strategies’ in the early 1990s. Furthermore it was identified that the chief factors which act is a barrier for standardization, were differences in consumers habits and tastes, competition, technical requirements, nationalistic sentiments and government rules and regulations (Boddewyn, 1989 and Grosse, 1995) cited in (Fernie, 2005, p. 71).
作者进行的几项研究试图确定适应和标准化的背景和历史。Boddewyn及其同事对在欧洲市场运营的美国跨国公司的营销策略进行了详细研究，报告称，在1973年至20世纪80年代初，标准化是最常见的，并且越来越多地被使用，但标准化营销策略发生了转变，公司在20世纪90年代初开始使用适应性营销策略。此外，还发现，阻碍标准化的主要因素是消费者习惯和品味、竞争、技术要求、民族主义情绪以及政府规章制度的差异
chhabra’s (1996) study about the American based multinational companies operating in North America specifies that differences in the market was the main reason for the implication of adaptive marketing strategies, cited in (Fernie, 2005, p. 71).
chhabra（1996）关于在北美经营的美国跨国公司的研究指出，市场差异是适应性营销策略含义的主要原因。
In order to be successful, MNCs should use a mix of both the approaches. Their strategies should include elements of both the strategies. effectiveness and gaining advantages of both the concepts means that MNCs must standardize certain marketing strategies and marketing mix elements on one hand, but on the other hand should apply adaptive marketing strategies where required, in order to cope with clear market needs. Market complications, and the goal of cutting the costs encourages the companies to use standardization, while customer orientation may lead them to consider product adaptation (Vrontis and Kitchen, 2005; Vrontis and Papasolomou, 2005) cited in (Vrontis, Thrassou, &Lamprianou, 2009, p. 482).
为了取得成功，跨国公司应该综合运用这两种方法。它们的战略应包括这两种战略的要素。这两个概念的有效性和获得优势意味着跨国公司一方面必须规范某些营销策略和营销组合要素，另一方面也应在需要时应用适应性营销策略，以应对明确的市场需求。市场复杂性和削减成本的目标鼓励公司使用标准化，而以客户为导向可能会导致他们考虑产品适应性。
Figure: 4.0 Reasons for adaptation and standardisation 图：4.0适应和标准化的原因来源
Supporters of standardization concepts argue that in recent past with the growth of MNCs, standardizing the marketing mix elements can reap potential gains (Buzzell 1968) cited in (Vrontis, 2003, p. 284).
标准化概念的支持者认为，近年来，随着跨国公司的发展，营销组合要素的标准化可以获得潜在收益。
On the other hand supporters of the adaptation school of thought oppose the supporte
