International marketers often use a contingency approach to product standardization and adaptation.

Question

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International marketers may implement a contingency approach that takes into account different factors such as cultural, legal, economic, and political conditions for deciding whether to standardize or adapt a product for a particular market. This approach helps to balance the benefits of economies of scale and consistency with the need to meet local preferences and regulations.

International Marketers Often Use a Contingency Approach to Product Standardization