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This study examines how export manager cultural intelligence (CQ) affects the relationship between marketing-mix adaptation and export performance. . Understanding differences in culture can help you build more effective content to reach beyond borders. Firms need to use an adaptation strategy when it is believed that the firm cannot achieve the same sustainable competitive advantage in the new market as their domestic market. PDF Product standardization and adaptation in International Marketing Starbucks has become one of the most recognised brand in the world, known for selling highest quality coffee products. Though Russian national culture was depicted as unique with a great number of peculiarities, in the industries, analyzed in this paper, the connection between marketing strategy adaptation and uncertainty avoidance, and marketing strategy adaptation and dimension of collectivism for fast moving consumer goods was proved statistically. Standardization versus Adaptation Strategy in International Marketing ... Marketing Mix: the Standardization vs Adaptation Dilemma therefore, the cross-cultural adaptation of titles is a crucial tool in offering target-language consumers titles that ideally retain not only the ability to reference the plot and storylines of the film but also to convey genre elements through the exploitation of target-language conventions and associations, particularly when it comes to a … The sample was analyzed based on measures of the effect size (ES) - or the strength of the relation (Wolf, 1986) - between standardization . According to survey data from . While there are multiple studies with values for each dimension in every country, the big plus that the framework brings is A pragmatic approach to the analysis of marketing adaptation to Russian ... This product adaption refers to the process of modifying the existing products in order to reach to each market.