In international marketing, how a firm can derive the decision of whether to use 
standardization or customization? Give a real-life example of a firm that succeeds in 
internationalization by using standardization, and another example of a firm that 
succeeds by using customization. Critically discuss the reasons for their success.

Unlike firms pursuing a global standardization strategy, firms pursuing an international strategy

Discuss which approach (Adaptation or standardization strategies) the best for international firms when they plan to enter the Middle East region. Explain how companies can decide which strategy they use? Which factors play roles in this decision?