In-depth interviews reveal important factors that determine the standardization–adaptation balance

In-depth interviews reveal important factors that determine the standardization–adaptation balance. These factors include entrepre- neurs’ international business experience and personal values, and business activity. The study also shows that knowing the host country fosters adaptation to the local environment. Nevertheless, this aware- ness does not always imply that entrepreneurs accept local culture or employ adaptation strategies.
Business activity also influences which standardization approach entrepreneurs adopt. If companies deal with local customers, adapta- tion to the environment is essential for success. Conversely, IT companies have less interest in adaptation. Standardization seems more suitable in the IT industry because customers are international, all