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Overall, the article lacks a proper introduction at the beginning making it less straightforward. It is until the first subheading that you realize where the article is headed. There is always the need to ensure the ‘introduction’ or/and ‘abstract’ subheadings are included in any article of research. On the brighter side, the subheadings used by the authors helps engage the audience. The structure is good making it easy to understand for both professionals and other interested readers. The article when taken as a whole, is relevant as well as very convincing in both theory and practice.

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Czinkota, M.R. (2000) “Educator insights: The policy gap in international marketing,” Journal of International Marketing, 8(1), pp. 99–111. Available at: https://doi.org/10.1509/jimk.8.1.99.19562.

Quelch, J. and Hoff, E.J. (2014) Customizing Global Marketing, Harvard Business Review. Available at: https://hbr.org/1986/05/customizing-global-marketing (Accessed: January 3, 2023).

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The article aims to explore the customization of global marketing across different sectors. The authors have made their views on global marketing well known based on the importance of businesses going international. According to the article, currently, the main concern for multinational corporations is not whether or not to go international but rather how to customize the idea of global marketing to meet each company. Management teams must take into account their organizations' overall operational strategy, which product lines will profit from standardization's economic systems or efficiency improvements, which goods won't face cultural boundaries, what trade-offs will consequence from standardizing different components of the marketing mix, as well as how normalization will differ from nation to nation when determining the best level of standardization as well as adaptation. The authors highlight how far for companies to go, the different dimensions of international marketing, how fast organizations should globalize, how to get to the global markets, as well as how to motivate the marketing field. They utilize several examples, including Nestle and Coca-Cola, to put their rational across. Going global according to the authors has several advantages but comes with a lot of challenges.

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The article by (Quelch & Hoff, 2014) makes a great contribution to general understanding global marketing in ways that many researches have not. It is important to note that many organizations have many challenges going global. Managers all too frequently see local control or complete uniformity in the context of international marketing. However, a global strategy might range from close international collaboration on programming specifics to vague consensus on a proposed product. Versatility is crucial in implementing the global marketing strategy as well as making it successful. Executives must adapt their strategy to fit each component of the corporate system as well as marketing plan. Currently, the key question is no longer whether to expand internationally, but rather how to adapt the idea of international marketing to each company and make it effective. Research in global markets has brought out many different conclusions. Proponents argue that going global in terms of marketing has many advantages that many organizations don’t need to ignore. On the contrary, critiques argue that global marketing presents extreme views of marketing in general and that it possesses many pitfalls. Bearing all these views in mind, (Quelch & Hoff, 2014) provide the audience with a structured methodology to the problem and discussed it compressively using a logical structure that initiates problem discussion.

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From its introduction to literature and even approach as well as conclusion, one can conclude that they have successfully achieved its main objective. As indicated earlier, the issue of global marketing is a very complicated issue that one cannot easily get to the bottom of it. The way the authors have presented their ideas of customizing global markets is amazing. It is important to acknowledge that, the development and traditions of a firm greatly influence how far it may go in the direction of global marketing. The way a business takes on international marketing is first influenced by its general business plan. Some functional departments in many multinationals have more program standardization than the others. Manufacturing, accounting, as well as research & development are often under the control of the headquarters, but marketing decisions are made domestically. Among the last functions to get central management is often marketing and advertising. Standardization can be greater in manufacturing and finance. This is partly due to the idea that financial information as well as product quality are simpler to assess than marketing performance. In light of this, the authors note that customization of global markets has no specific laid down frameworks and therefore how companies approach this entirely depends on their business plan and their product portfolio. The figure below illustrates the different approaches to customization.

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Source: https://hbr.org/1997/01/the-four-faces-of-mass-customization

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Despite the good work put in by the two authors, there are several gaps that exist within their conclusions. Every country has laws that impact foreign marketing. These regulations may be made public or even kept private, they may be fragmented or integrated, they may have a direct or indirect impact on foreign marketing, and they may be implemented purposefully or as the result of a laissez-faire mentality (Czinkota, 2000). International marketing is impacted anytime states control, encourage, direct, safeguard, or ignore actions that impact the flow of commerce as well as investment across national boundaries. It may be claimed that as state's influence on the economy declines, so too does the significance of public policy as well as its ability to influence the global economy. One such approach, nonetheless, ignores a number of important facets of the relationship between international marketing as well as policy. Currently, praising globalized marketplaces and highlighting successful worldwide instances of standardized marketing is in style. It is indeed true that some marketplaces are becoming more globalized, and more businesses are successfully utilizing this trend. However, the complexity and hazards associated in this account of these victories were not sufficiently covered in this report; for every success in internationalization, there are probably multiple failures that are kept quiet.