⦁ Introduction: In internationalization, the most difficult decision faced by the company to choose between standardization and adaptation in its operations, products or services. This is one of the most important and popular research topics since the 1960s: understanding whether standardization is preferable or adaptation to the marketing mix in international marketing. The growing role of international business expansion across borders has also increased companies' attention towards international marketing strategies. It is also a bigger challenge for businesses to better understand the different needs and choices of customers due to the huge differences between the cultures of different nationalities. This leads to the dilemma in the minds of marketers: understanding which strategy is effective and good: standardization or adaptation. Standardization or adaptation has a significant impact on all areas 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 is going to enter or start its operations decides whether to choose between standardization and adaptation. Considering the different points of view and arguments for each standardization and adaptation, this essay critically analyzes which strategy is best to choose for international marketing.⦁ Discussion: Proponents of the standardization approach in international marketing consider the trends of globalization as a facilitation of technological uniformity, a higher level of similarity and a greater convergence of consumer preferences, tastes and needs. The growth of international communication channels also facilitates standardization, including the medium of paper, that is, the use of a mixture of both strategies. Some academic experts also presented the same arguments, according to which the company should use standardized tactics and that it is necessary to adapt others to market differences. These authors believe that standardization and adaptation are only a matter of degree to be used in international marketing strategy. McDonald's strategy is also the best example of such arguments in which the company has globalized its brand but localized its marketing strategies. Given McDonald's success, I would strongly recommend that a proper balance between standardization and adaptation is necessary to ensure good growth and success in international marketing. It can therefore be concluded that if a company wants to succeed on a global level, then it must include elements of both standardized and adaptive approach in its marketing mix..