p330 standardization versus customization
standardization means offering a uniform product on a regional or worldwide basis. Minor alternations are usually made to meet local regulations or market conditions (ex: voltage adjustments) Exhibit 11-2 Convergence in drinking patterns. 有case 所需資訊
Exhibit 11-4 National informativeness vs Individualism
Exhibit 11-4 Examples of Test Market countries
Summary: Global product policy decisions are tremendously important for the success of an MNC's global marketing strategies. In this chapter, the focus was on managing the new product development process in a global context....Finally, we showed how cultural differences translate into different NPD approaches. It is fitting to conclude this chapter with the insights of a seasoned practitioner. Don Graber, president of Worldwide Household Products at Black & Decker, offers the following set of guidelines on global product development.
1.Start with the consumer. Understand the commonalities and differences in regional needs.
2.Do not try to make a product more global than it really is. A good, well-executed regional product is better than a "poorly executed " global product.
3.Keep in mind that global business teams that are multinational and multigeorgraphic are very helpful in supporting a global product program.
4. Remember that top managerial commitment and support is absolutely essential.
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