In recent years, Taiwan has been a destination for MNC expansion, especially under the latest president initiative of "Invest Taiwan – 投資臺灣," which promotes low-cost loan for relocation. It is essential to explore how MNCs behave in Taiwan in comparison with their home countries.
This research explores the balance between standardization and adaptation of Multinational Companies (MNCs) that expanded to Taiwan by using the 4P marketing aspect, which comprises of Product, Price, Promotion, and Place (Distribution). The researcher conducted in-depth interviews with three companies in Taiwan, where the overseas subsidiaries are located.
The result shows that the observed MNCs are implementing major product standardization, full-price adaptation, major promotion standardization, and major place adaptation. A minor degree of product adaptation is needed to change the packaging size or local language translation, and a total price adaptation due to reliance to import the products from overseas manufacturing plants, subject to logistic, insurance, and tax. Furthermore, major promotion adaptation strategies using offline methods such as face-to-face promotor, dealers, and on-site product display are used; and major place (distribution) adaptation by selling through offline stores and supermarkets.

In recent years, Taiwan has been a destination for MNC expansion, especially under the latest president initiative of "Invest Taiwan – 投資臺灣," which promotes low-cost loan for relocation. It is essential to explore how MNCs behave in Taiwan in comparison with their home countries.
This research explores the balance between standardization and adaptation of Multinational Companies (MNCs) that expanded to Taiwan by using the 4P marketing aspect, which comprises of Product, Price, Promotion, and Place (Distribution). The researcher conducted in-depth interviews with three companies in Taiwan, where the overseas subsidiaries are located.
The result shows that the observed MNCs are implementing major product standardization, full-price adaptation, major promotion standardization, and major place adaptation. A minor degree of product adaptation is needed to change the packaging size or local language translation, and a total price adaptation due to reliance to import the products from overseas manufacturing plants, subject to logistic, insurance, and tax. Furthermore, major promotion adaptation strategies using offline methods such as face-to-face promotor, dealers, and on-site product display are used; and major place (distribution) adaptation by selling through offline stores and supermarkets.

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