"Critically assess the importance of standardisation versus adaptation for an international hospitality
company. Consider the micro and macro environment and the impact this will have on the product.
Consider aspects of culture and consumer behaviour. Global marketing is defined as the process of
selling and designing a product on a global scale, and it includes the planning, production, and
promotion of a company's products in a global market (Powers and Loyka, 2007).
Many MNCs adopt the "Think globally, act locally" marketing strategy, which includes taking a global
"thinking global, acting local" explain the statement by considering the characteristics of hospitality
and tourism. (400 WORDS)