Standardisation versus differentiation: A case study of marketing strategies

Joachim Olfermann

European Management Journal, 1987, vol. 5, issue 4, 250-252

Abstract: Melitta has historically followed a differentiated marketing approach across a very broad product and country range. The company adopts the principle of "as much standardisation as necessary, as much differentiation as possible", with an increasing trend towards standardisation. Market entry strategy is not standardised whereas marketing planning and control processes and product and branding decisions are increasingly so. By contrast, sales force and distribution will remain differentiated by market. What follows we believe to be an interesting case study.

Date: 1987
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