strategies(当代国际营销,澳大利亚纽卡斯尔大学).pptVIP

Chapter 1 Kotabe Helsens Global Marketing Management, Second Edition International product strategies Companies pursue one or more of three generic strategies to penetrate foreign markets. These are: Extension. The company uses the same product or communication strategy as is used in the home market. Adaptation. The company makes changes to the product or communications strategy to suit the local marketplace. Invention. The company designs new products from scratch for international markets. Standardisation versus customisation Standardisation means offering a uniform product regionally or wo