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Printable Handouts
Navigable Slide Index
- Introduction
- Learning outcomes
- Talk outline
- Product definition and attributes
- A product has 3 components
- International product strategies
- Product modification
- Localisation vs. adaptation
- Reasons for product modification (1)
- Reasons for product modification (2)
- Modularisation and postponement (1)
- Modularisation and postponement (2)
- Combination of the two concepts (1)
- Combination of the two concepts (2)
- Push and pull processes
- Modularisation in the car industry
- Platform sharing - the MPV segment
- Packaging and labelling
- Global product-communication strategies
- Global products and brands
- Global brand
- Five types of brands
- Single vs. multiple brand
- Local vs. global brands
- Country-of-origin effect on brands
- Brand counterfeiting (1)
- Brand counterfeiting (2)
- Fighting brand piracy
- Bibliography
- 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
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Talk Citation
Boukersi, L. (2009, November 30). International product policy [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 14, 2024, from https://doi.org/10.69645/NFYO6645.Export Citation (RIS)
Publication History
International product policy
Published on November 30, 2009
36 min