Introduction: Rapid globalization, companies eager to expand internationally Companies are faced with a very critical question of whether to standardize or adapt their products or services. Global marketing experts have tried to conclude with a particular answer to this great dilemma. Over the years, with the development of modern industry, standardizing or adapting has become a very important determining decision for marketers. Each has its pros and cons, but choosing the right one is a difficult choice to make, it requires in-depth analysis and understanding of the market and only then can you arrive at a decision. This essay will attempt to understand and critically analyze the various topics of standardization and adaptation so as to arrive at what is most appropriate in the modern international marketing scenario. DiscussionStandardization refers to the concept of maintaining a standard product or service in different markets with the belief that the same product or service can be marketed in all countries without any significant change or modification. Many global companies use this strategy for all their product lines because over time, with the growth of trade and international relations around the world, the "one world, one product" strategy seems promising. Adaptation is described as “the mandatory modification of national target market dictated product standards – tangible and/or intangible attributes – so as to make the product suitable for foreign environmental conditions” (Medina & Duffy, 1998). Adaptation or localization, as you might say, is more of a concept of changing or modifying the standard version of a product or service to suit the needs of the market. Product adaptation involves modifying elements of the product to suit the market... half of the document... strategy: an integrative evaluation of empirical research, 12(2), pp. 141-171 : Pearson Education.Vignali, C., 2001. McDonald's: "think global, act local" - the marketing mix. adaptation and standardization in international marketing, the AdaptStand modeling process. Journal of Marketing Management, 19(3/4), pp. 283-305. Vrontis, D., Thrassou, A. & Lamprianou, I., 2009. International marketing adaptation versus standardization in multinational corporations. International Marketing Review, 26(4/5), pp. 477 - 500.Vrontis, D., 2003. Integrating adaptation and standardization in international marketing, the AdaptStand modeling process. Journal of Marketing Management, 19(3-4), pp. 283-305.