Powerful Factors of Market Globalization

Market Globalization 
Some powerful factors scale and ex­perience effects, international standardisation of norms, criteria of return on invest­ment, demand homogenisation and so on, lead more and more markets towards world unification. But this phenomenon does not affect markets in a similar way.
On the basis of the arguments just used, the debate is open as to the extent of variety and standardisation. One has to be cautious not to confuse the globalisation of competition and offer standardisation. Truly international competitors may bring different answers to the necessary compromises between forces to standardise, and degrees of adaptation to different market requirements. If a standard offer causes losses in market share in some markets because of insufficient adaptation, what does the firm win? Our idea here is that demand variety is still the major theme of thought. It is not possible to force standardisation further than customers are willing to accept. But the first step in analysing what this means for a firm's inter­national marketing strategy is to analyse what in many cases hinders the choices open to it, and that is the firm's own initial stance towards intemationalisation.

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