ABSTRACT
For most people a product is something tangible, something you can touch, use for various purposes, eat, drive with, sit in, play and work with, etc. A product normally consists of a range of components that before being assembled into the "product" were products in their own right. This chapter examines the different aspects of a company's product offering in international markets. It starts by looking at what constitutes a product – what elements it consists of – as seen through the eyes of a marketer. The chapter discusses elements of the product concept such as tangibility, packaging and logistics. It then examines the different aspects of standardisation and adaptation of the product, before discussing how the company's position in the Strategic Windows framework impacts upon product decisions. Cultural conditions have to do with how the market defines its solutions to the needs that the company is seeking to meet with their products.
