Strategic choice in international business: standardization or adaptation?

Abstract

The article is devoted to the peculiarities of international strategy development. The main goal of the research is to provide the system of the most relevant factors that should be analyzed for the right international strategic choice. The factors are divided into three major groups - industry factors, macroeconomic factors and company’s internal factors. After analyzing these factors the company should be able to take the top priority decision on its international business that is about determining the right degree of adaptation and standardization. The research results can be utilized by companies that are planning to start up or are already engaged in international business operations.