ASSIGNMENT | What prevents companies from using a standardized message worldwide?

Ideally, multinationals should standardize their message worldwide to benefit from economies of scale and other cost savings. What prevents companies from using a standardized message worldwide?
**Use Lascu, D. N. (2008) International Marketing, 3e, 3rd Edition. Cengage Learning, as the primary reference.

SAMPLE SOLUTION

Developing a global marketing approach is a critical concern for multinationals. The general dilemma is whether to employ a standard message or a differentiated strategy, in which companies customize messages for different markets. Although each approach has its merits and demerits, this paper will focus on the shortcomings of standardized approach which prevent multinational firms from employing a standardize message globally. The main downside to pursuing a standardized message worldwide is that a one-fits-all strategy does not work in different markets. First, some markets have certain tastes and preferences while others are more sensitive to pricing. According to Lascu (2008), a firm’s commodities invariably are more embraced in one nation than another; determining which country an item is highly accepted is a challenge. If multinational estimates erroneously, the miscalculation might cost it a fortune (Lascu, 2008). Additionally, a standardized global message includes an operational risk. If business laws…