First of all, we need to realize that this is not a question of ethics. Even though it is a question that asks “should” it is not about what is right and wrong but about what will make businesses the most profit. Given this, the answer to this question is that businesses should standardize their products and their marketing efforts to whatever degree is necessary.
The purpose of business is to make money. It is not the responsibility of businesses to make sure that countries retain their cultural identity. Therefore, businesses should not worry about whether it is ethically right to standardize their products. Instead, they must worry about whether it will be profitable.
While the world is globalizing and countries’ cultures are becoming more similar, they are not yet completely identical. A business that simply assumed that all cultures will respond in the same way to specific products and marketing programs would surely lose money. Similarly, a business that failed to notice that some cultures are changing would be at a disadvantage. Therefore, businesses need to make this decision on a country-by-country and product-by-product basis. They must determine which products can be standardized and which cannot. There is no “one size fits all” answer to this question.