Standardization (globalization) and Customization (localization) in International business

In international business, the concepts of standardization and customization are business-oriented concepts that are expanding their roles to new markets. Since its appearance, it has been a hot topic and attracted the debate of many scholars around the world. The goal of this essay is to help people better understand the above concepts, their roles and interrelationships in international business. In addition, it is necessary to go deeper into presenting the results of motivation, strengths and weaknesses of each type of concept to draw practical theories about the relationship between them and also provide important insights. individual points of the group in the application and practice of two general concepts, including the Vietnamese market.