For example, the safety of a certain brand of lighters can be a debatable issue, as what is unsafe for a consumer may be completely practical for another. Standardization is the process of developing technical standards, which apply in the same manner to all manufacturers and consumers. Whirlpool Example 2: As part of Whirlpool’s global strategy, the company wanted to develop products based on consumers tastes and needs. Such approach is effective in cases where there are fewer choices of tangible and intangible components. Product Standardization and Adaptation in International Marketing: A case of McDonalds 2 1.2 Problem discussion When MNCs expand their products to international markets they have to consider the two approaches of standardization and adaptation in order to formulate their global product strategy. Here are our top 4 brands which maximize their ROI by selling customized products. Standardization Is The Answer! Whirlpool had done extensive research and found that European customers wanted a microwave oven that could brown and crisp food. For example, manufacturers of LED and LCD television follow certain product standardization rules that ensure that the products sold in the market have similar features. Parents who loved Lego as a child introduced their children to the popular toy. Like many successful global companies, Lego had a strong base product with long-term consumer loyalty. Global strategy and global recognition strengthen consumer preferences and increase customer loyalty to this product, its image and turn the product into a global brand. Criteria for Global Standardization and Local Adaptation. In this case, a laptop is the best example of a standardized product. B. Under the global standardization approach, a company uses the same standardized strategies, while selling the same products globally (Wilken & Sinclair, 2011). Her client manufactured a decadent ice cream that was very popular in the United States. Demand was so great that the company assumed that international markets would feel the same way. The standardization may cover products sold in one geographical location or the global arena. There are lower costs due to longer production runs, design efficiencies, and marketing-related efficiencies—all of which lower costs. As more and more globally standardized products are introduced in the market, the local sentiments and psychologically induced concepts might cause hurdles in the sales of the product. This interesting example comes from Laura Delaney who runs Chicago-based GlobeTrade.com, helping businesses market their products globally. We wanted to find how top brands incorporated product customization feature to their online store and how it impacted their overall sales & brand image. Before we dive into real-time examples, let me explain what is product customization briefly. 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