StandardizationLevitt (1983) and Ohmae (1985) state that Following the trend of globalization, technology, needs, tastes and preferences of consumers will become similarities which cause the world market to become uniform. They also point out that it is “further facilitated by the growth of international communication channels, the emergence of global market segments and the emergence of the Internet”. (Levitt, 1983; Douglas & Craig, 1986; Yip, Loewe, & Yoshino, 1988). (http://www.sciencedirect.com.v-ezproxy.brunel.ac.uk:2048/science/article/pii/ S096959310200094X) Samiee and Roth (1992) point out that the conceptualization of standardization has occurred in different ways. As if the same strategy could be used in all markets. or it can mean that the same marketing strategy can be adopted in both markets, whether the domestic market or the foreign market (Cavusgil, 1993). Furthermore, some advocates of standardization believe that consumer demand, desire and demand from different markets and countries. They believe the world is becoming more similar in environments and customer needs, regardless of whether consumers have the same needs. As they said, the standardization of marketing mix elements and the creation of a market strategy for the entire global effort to reduce costs and consistency with customers.(http://www.businessperspectives.org/journals_free/im/ 2007/im_en_2007_04_Vrontis.pdf)Definition of AdaptationSands (1979) define “adaptation as the use of marketing strategies without common elements”. That is, the company should always consider national identity, lifestyle, language, tastes and so on. Adaptation advocates believe that macroenvironmental issues can be changed by markets, such as race, occupations, and so on (Baalbaki & Malhotra, 1993; Jain, 1989). Adaptation strategies are changing the entire aspect, including the price, promotion and packaging of the product or even the product itself, in order to satisfy the customer in that particular country. Usually the adaptation strategies used by the company entering a foreign market to reach a competitive level. Therefore, adaptation involves the use of specific strategies in each market, where the organization adapts its marketing mix to each environment (Ang & Massingham, 2007; Zou, Andrus, & Norvell, 1997). It involves customizing strategies for different regions, based on assorted factors. (http://anpad.org.br/periodicos/arq_pdf/a_1205.pdf) Adaptation strategies are changing everything, including the price, promotion and packaging of the product or even the product itself, which to satisfy the customer in particular country. Usually adaptation strategies are used by the company that enters a foreign market to reach a competitive level. Unlike the standardization strategy, proponents of the adaptation approach argue that, globalization trends are also growing, but a number of