ABSTRACT
The problems of implementation associated with standardization are presented following a discussion of the meaning of globalization. Standardization across different markets is untenable without consideration of the environmental specifics such as prod-uct-industry characteristics, the infrastructure, and the patterns of usage and purchase.
International firms must base strategic plans on an integrated global perspective, while the marketing mix should be grounded in the needs and the environment of the customer. Implementation requires paying careful attention to the organization at the headquarters and the subsidiaries
