Global Marketing Ethics and Culture

Global Marketing Ethics and Culture

Global Marketing Ethics and Culture

Describe the Internationalization 'balance' between standardization and adaptation over the history of Raleigh

Raleigh, bike manufacturing organization has been serving the field since 1886, and has been through a number of changes and alterations since its inception and beginning in the same year. The company was founded by three energetic and enthusiastic individuals and the major reason behind the success of the organization is adaptation and standardization, which would be elaborated using examples in the following paragraphs:

Raleigh has always maintained a balance between standardization and adaptation, thus not allowing any one of them to take over the other. The company has kept a close eye on the changing needs and demands of the society and has responded accordingly, thus it has been adapting to the environment. It is due to the same reason that the organization survived the great depression and other depression periods, and succeeded in taking over a number of its competitors.

In 1933, after taking over Humber Cycles, Raleigh started producing three wheeler cycles. The decision was made after observing that three wheeler cars were in demand and there was more market for them as compared to two wheeler bicycles. Similarly, in 1938 the organization stopped producing motorcycles and started producing small arms munitions instead, keeping in view the demand of the times. The decision was proved right when after the war, the company survived despite the shortage of fuel and other hurdles.

Thus, the company adapted to the situation while keeping the standard in mind, and similar decision was made in 1958 when the company started producing motor scooters, which was discontinued previously. The production paid off and so did the decision to start production of cycles in 1960s. The cycles were initially produced for the Californian youth, after viewing an increase in inclination towards them, but same product was later released in UK as well and earned even more profit to the organization.

Does the iconic bicycle brand still have a chance on the world market? You may bring contemporary news into this answer. Justify you answer.

The iconic cycle brand has been ruling the world of cycles and motorcycles since a number of years, and in my opinion, the company has still chance on the world market. As mentioned earlier, the organization has been adapting to the demands of the world market and has been maintaining standard at the same time, thus keeping a balance between standardization and adaptation, and thriving even during difficult times. The organization not only survived the great depression but also continued to grow after the Second World War and instead of falling back; it took over other organizations, mainly the competitors. Even when Raleigh was taken over, the management was remained the same due to the excellent and exceptional policies and ideas (Czinkota and Ronkainen, 2006, Pp: 512).

Keeping in view the adaptation of the organization, it would not be wrong to say that the organization is expected to survive all the odds and ...