⦁ Introduction: In internationalization, the most challenging decision faced by the company is to choose between standardization and adaptation in its operations, products or services. Understanding whether standardization or marketing mix adaptation is preferable in international marketing has been one of the most important and popular research topics since the 1960s. The growing role of international business expansion across borders has also increased companies' attention towards international marketing strategies. It is also a big challenge for companies to better understand the different needs and choices of customers due to the huge differences between the cultures of various nationalities. This brings to marketers' minds the dilemma of understanding which strategy is effective and good: standardization or adaptation. There is a significant impact of standardization or adaptation on all avenues of business such as research and development, structure, marketing mix, production, finance and marketing mix. A company's attitude towards the culture of a particular country in which it will enter or start its business decides to choose between standardization and adaptation. Considering the different views and arguments for each standardization and adaptation, this essay critically analyzes which strategy is best to choose for international marketing.⦁ Discussion: Supporters of the standardization approach in international marketing see globalization trends as facilitating technological uniformity, a greater level of similarity and greater convergence of consumer preferences, tastes and needs. The growth of international communication channels also facilitates standardization, including the...... middle of paper......d i.e. using a mix of both strategies. Some academic experts also presented the same arguments stating that the company should use standardized tactics and that it is necessary to adapt others to the differences in the market. These authors believe that both standardization and adaptation are nothing more than a matter of degree to be used in international marketing strategy. McDonald's strategy is also the best example of such reasoning where the company globalized its brand but localized its marketing strategies. Considering McDonald's success, I would highly recommend that a right balance between standardization and adaptation is needed to ensure good growth and success in international marketing. It can therefore be concluded that if a company wants to succeed globally, then it should include elements of standardized approach and adaptation in its marketing mix..