Do not copy answer from any websites. answer it using marketing knowledge.

Variation is important for any company doing business globally.Host countries have different cultures and companies that can cater to those preferences will find success.But let's think of it from another perspective.How did McDonald's become so popular around the world?What is the company known for, the Big Mac?if this is the company's iconic uniform product, then should it not be the same everywhere around the world?

Basically, how does a company determine the combination of standardization and customization?