Introduction
Multinational companies, in their objective of developing business practices, increase profitability and overcome any problems associated with the saturation of their existing markets, expand their operations to an international platform. When a company makes a decision of marketing its products at the international level within the field and the theory of international marketing, a principal decision is related to standardization and localization. A company has to decide whether to use a standardized marketing mix with a single marketing strategy all over the world, or to adjust the marketing mix and strategies for fitting into unique and distinct dimensions of every single local market. ...
