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The most challenging decision that a company may face in internationalization is the degree of standardization or adaptation in its operations
It depends from situation to situation or in this case from country to country. The reason for being generic and not specific in my answer is because i do not know the brand and its characteristics you are referring to ! If it is a food brand,100% standardization is not possible as local sentiments and likes have to be reckoned with. In that scenario a50-50 ratio is called for. Examples that come to my mind are McD and Subway which have indianised the menu in India like bringing in McAloo and Paneer Sub etc. while still retaining their international menu.
Whereas for a consumer electronics brand,100% standardization is necesarry to ensure the same tech is being sold in third world countries as in the developed. So a samsung or a LG will need not adapt but offer a high degree of standardization when they approach lesser developed countries.
When it comes to fashion and clothes, brands standardize the latest fashions across markets but still have to keep in mind local sentiments in certain markets like in the Middle East which force them to adapt their offerings.
So in a nutshell the answer to your question is - standardization is applicable but the degree of standardization varies and depends on the brand and the market it operates in. Adaptation will indeed make a brand successful and bring it much closer to its target audience.
Glocalisation - going local with a global offering is the mantra nowadays !
Hope this helped, please feel free to raise queries and post your comment !
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