0. Creating Products for Consumers in Global Markets
Chapter 12
Creating Products for Consumers in Global Markets

1. Brand Strategies Global Brands National Brands
Global/National Brand Mix
Private Brands

2. Products and Culture  Cultural Influences
 Innovative Products and Adaptation
 Diffusion of Innovations
 Degree of Newness
 Characteristics of Innovations

3. Degree of Newness Congruent Innovations Continuous Innovation
Dynamically Continuous Innovation
Discontinuous Innovation

4. Characteristics of Innovations
 Relative Advantage
 Compatibility
 Complexity
 Trialability
 Observability

5. Product Components Core Component Packaging Component
Support Services Component

6. Product Component Model
SUPPORT SERVICES COMPONENT
PACKAGING
COMPONENT
 Repair and maintenance
 Deliveries
CORE
COMPONENT
 Trademark
 Price
 Product platform
 Design features
 Functional features
 Legal
 Installation
 Warranty
 Quality
 Brand name
 Package
 Instructions
 Spare parts
 Legal
 Styling
 Other related
services
 Legal

7. Factors Influencing Product Adaptation vs. Standardization
Stage in Product Life Cycle
Legal/Standards Constraints
Product Innovativeness
Cultural Differences

8. Would They Sell in the United States?
Alu-Fanny: French Foil wrap
Crapsy Fruit: French cereal
Kum Onit: German pencil sharpeners
Plopp: Scandinavian chocolate
Pschitt: French lemonade
Atum Bom: Portuguese tuna
Kack: Danish sweets
Mukk: Italian yogurt
Pocari Sweat: Japanese sport drink
Poo: Argentine curry powder