Case Study Gillette

INTERNATIONAL BUSINESS AND TRADE – BUSI 207
CSAB- CABECS
JYLE MARIE A. JARA
BSA 2-A
CASE STUDY: ORGANIZATION STANDARDIZATION
Standardization is the process of developing, promoting and possibly mandating standards-

based and compatible technologies and processes within a given industry. Standards for
technologies can mandate the quality and consistency of technologies and ensure their
compatibility, interoperability and safety. The goals of right standardization can be to help with
independence of single suppliers, compatibility, interoperability, safety, repeatability, or quality.
In social sciences, including economics, the idea of standardization is close to the solution for a
coordination problem, a situation in which all parties can realize mutual gains, but only by
making mutually consistent decisions. It is also as best technical application consensual wisdom
inclusive of processes for selection in making appropriate choices for ratification coupled with
consistent decisions for maintaining obtained standards. In the case study given above,
companies such as Starbucks, Kentucky Chicken, or McDonalds apply the same rigid quality
control throughout all aspects of their operations, even as they expand internationally to ensure
that their product quality is maintained or improved and also to create an environment in which
both management and employees strive for perfection. It is essential for the company to impose
such rigorous corporate quality standard in which their company is located in order to meet the
minimum requirements to become an integral part of almost every industry from food to
automotive to healthcare. It’s clear that those standards are here indefinitely. Quality isn’t just
about profits and loss or beating out a competitor. It’s about safety, delivering on a promise and
meeting the very basics of customer expectations. But, by meeting quality standards, companies
often reap better profits and reduce losses. Those that exceed quality standards stand out above
their competitors and further their potential for profit and consumer loyalty. Therein rests the
reason why company impose rigorous corporate quality standard. In order for the company to
continually compete more effectively in the market, and appeal to evolving consumer and
business demands and to open their product to new customers because of the differences across
nations or regions of the world wherein these companies operate, they should permit the
modification of their quality standards in terms of product adaptation. The reason for this is that
not all countries shares the same culture and tradition in which product should have different
varieties in order to adapt to the culture of where their company is located. Cultural dimensions
CSAB- CABECS
JYLE MARIE A. JARA
BSA 2-A
are basic concepts that help us understand how two or more cultures might be different or similar
along each dimension. Cultural differences result from the variation given to different values.
Distant from the physical product itself, other elements associated with a product include what
the customers may be attracted to, such as the way it is packaged or in the case of food how it
tastes. Other product attributes include quality; options; physical features; supporting services;
brand name and warranties offered. Thus, these attributes of product should also match within
the preferences and culture of a specific country in which they operate. One of the example of
product adaption is when McDonald's lean towards more of a standardized approach. But with
further observation, it reveals that McDonald's have adapted their international product strategy
as some products are offered to suit the local culture. For instance, in India McDonalds has
changed the recipes of the hamburgers with beef ingredients and replaced them with chicken,
fish and vegetables as well as with their local cuisine names such as the McAloo Tikki in respect
to their culture. This adaptation entails that all customers’ preferences and needs are met and
satisfied. To that effect McDonald’s India solely offers burgers that consist of chicken, fish and
vegetarian ingredients respectively. The authors further observe that unlike the Big Mac, which
is world famous as the McDonalds signature burger consisting of beef, India has the Chicken
Maharaja-Mac, which consists of chicken, and curry sauce common in India’s cuisine.
Companies allows these modifications to occur because it leads to many positive aspects – that
lead to retaining a competitive edge and also remaining relevant in their business area. It also
encourages innovation, develops skills, develops staff and leads to better business opportunities
and improves staff morale. Those companies that don’t change can stagnate and not develop. Our
current world is constantly evolving in terms of technology and many other challenging but
innovative ways. Having the ability to face these new challenges head-on will not only develop
the company as a whole but also those who work within it. It will also continually help
businesses to find and nurture new business ideas and opportunities. Having stellar change
strategies will help any business to move forward into new areas brought about by the new ways
of working. This could be either by getting involved with other companies to expand, or simply
new contacts which lead to sales growth. Additionally, an organization’s ability to nurture new
skills and specialties will really help the whole business, including employees to become much
more well rounded and talented team member. Staff who perform the same jobs constantly day
CSAB- CABECS
JYLE MARIE A. JARA
BSA 2-A
in and day out will never get the chance to show their skills or learn anything new to bring to the
company. If people do the same thing day in and day out, they will never learn to develop new
skills. Businesses should ideally move and adapt fluidly. Rigid work environments can result in
shutting off the creativity which helps new ideas grow. It’s important that organizations realize a
practice, policy, product or service that is relevant today. And finally, any organization who
understands the need for and the benefits of this modifications, and embrace change, then they
will be the organization which stands above the competition.

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INTERNATIONAL BUSINESS AND TRADE – BUSI 207

CASE STUDY: ORGANIZATION STANDARDIZATION

Standardization is the process of developing, promoting and possibly mandating standards-

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