“STANDARDIZATION VS ADAPTATION STRATEGY: A CASE STUDY OF BYD COMPANY’S INTERNATIONAL MARKETING APPROACH”

Abstract

The ongoing debate between standardization and adaptation strategies remains central to international marketing literature, particularly concerning rapidly expanding multinational corporations. This study examines BYD Company Limited, a leading Chinese electric vehicle manufacturer renowned for its cost-effective product offerings, to investigate how strategic choices between standardized and adapted approaches influence international growth trajectories. Through comparative analysis of BYD's market entry strategies across diverse geographical contexts—including developed European markets and emerging economies—the research evaluates the efficacy of each strategic orientation. The study further traces BYD's strategic evolution from initial market penetration to current positioning, assessing whether the company maintains consistent strategic principles or demonstrates adaptive flexibility. Findings contribute to the theoretical understanding of the standardization-adaptation continuum while providing practical insights for firms navigating global market complexities in the electric vehicle sector.