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1. Introduction
2. Learning outcomes
3. Talk outline
4. Product definition and attributes
5. A product has 3 components
6. International product strategies
7. Product modification
8. Localisation vs. adaptation
9. Reasons for product modification (1)
10. Reasons for product modification (2)
11. Modularisation and postponement (1)
12. Modularisation and postponement (2)
13. Combination of the two concepts (1)
14. Combination of the two concepts (2)
15. Push and pull processes
16. Modularisation in the car industry
17. Platform sharing - the MPV segment
18. Packaging and labelling
19. Global product-communication strategies
20. Global products and brands
21. Global brand
22. Five types of brands
23. Single vs. multiple brand
24. Local vs. global brands
25. Country-of-origin effect on brands
26. Brand counterfeiting (1)
27. Brand counterfeiting (2)
28. Fighting brand piracy
29. Bibliography
30. Thank you

Topics Covered

• International product strategies: standardization versus modification and localization versus adaptation
• Reasons for product modification
• Modularization and postponement techniques
• Global packaging and labeling
• Global product-communication strategies
• Global branding decisions
• Country of origin effect on brands
• Brand counterfeiting

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management

Talk Citation

Publication History

• Published on November 30, 2009