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This article discusses four standardization and adaptation strategies. Two strategies foster adaptation: one by submission, and the other by indifference. The other two strategies foster standardization: one by superiority and the other by disputable standardization. The study focuses on small and medium-sized enterprises (SMEs) because SME internationalization is the current trend in international business research. Interviews with entrepreneurs gather information on how entrepreneurs balance adaptation and standardization. The study shows that three main factors influence adaptation and standardization strategies: business activity, international business experience, and personal values. Results reveal a new dimension, namely customers relations, which scholars should consider in future research on adaptation and standardization

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