That's my take: there is no standardization in b2b when going global. Just to be clear from the start.
In regard to the global marketing strategies, there are two main questions a company has to answer:
- Will you standardize your product / service while extending your distribution market?
- Will you adapt your product / service to each new country? Even create new products, if that's the case, for new markets?
It's clear enough if you read this post about adapting your products for international markets or any other labeled under 'localization'.
But there are merits to the standardization, and I want this point of view present in my blog as well.