Flexible globalization is a marketing strategy that combines standardization and localization. The company seeks to standardize cross-country marketing strategies but is flexible enough adapting to local conditions.
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Standardization means selling the same product to different markets. For example, the Coca-Cola Company uses a standardization strategy by keeping product appearance, and product attributes relatively unchanged between different markets.
Localization means adapting products according to the characteristics in each market. Culture, religion, beliefs, local values, and business norms usually shape these characteristics. In other words, this strategy seeks to anticipate the specific needs in each market.
