Abstract
This paper aims to emphasize the importance of market choice in standardization/adaptation strategy. Therefore, it analyzed by focusing on Samsung Electronics which has been growing in mobile phone business. The following conclusions were reached: First, Samsung has adopted a standardized product and advertising in the U.S. and Europe. In emerging markets, however, has deployed an aggressive adaptation. Secondly, Samsung has transferred to other countries the marketing 4P which was developed by the local adaptation. Finally, Samsung grouped by geography and economic factors to the global market, and has adopted a similar social marketing and product-related activities in that group. These results indicate that the importance of market choice in standardization/adaptation strategy.
