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Foreign markets operate at dizzying speeds due to intense competition. For businesses, it is difficult to turn people living in different regions of the world into customers, and to ensure the continuity of the relations developed with these customers. However, businesses who can achieve this are able to become world brands. A business can acquire the strength that will turn into a world brand through the international marketing mix program it implements. In international marketing mix programs, marketing managers take decisions regarding products, price, place and promotion. Within the scope of this study, we focus solely on the product aspect of the mix. As product decisions include global brand creation and global product development, they occupy a critically important place in marketing mix decisions. For this reason, managers of businesses that will be active in foreign markets must decide whether they will attempt to appeal to each market with a standard product, without performing any changes to their current products; or whether they will adapt their products according to the conditions of the country they are trying to appeal to. In this context, businesses follow the standardization product strategy in certain markets, while following the adaptation product strategy in others. However, by comparing the respective strengths as well as the comparative advantages and disadvantages of the two strategies, businesses must decide the extent they will benefit from each one of these strategies in their products.

Evaluation Within the Scope of Standardization and Adaptation of the Product Decisions Strategies Implemented by Unilever Knorr in the Turkish Market