At the beginning of the 21th century changes caused by globalisation have became real and present in all areas of society. The most signifcant changes are changes on the market and changes in business activities. Changes in the area of the economy have raised the dilemma which international marketing strategy should be used by the companies dealing in international business transactions. Companies can choose between standardization strategy and adjustment strategy. No matter which strategy is chosen, companies must make a decision which elements of mix marketing will be standardized or adjusted and to which degree this should be done. In standardization startegy a special emphasis is put on economic effects that are caused by increased standardization of international marketing activities. On the other side, in adjustment strategy the emphasis is placed on diversity of different national markets
