ABSTRACT
The product is everything the customer receives in the exchange process. This chapter discusses the financial assessments that influence the decision to standardize or modify product strategy internationally. It presents the complexity of developing an international product strategy. Product strategy is an important component of the international marketing program because management needs to develop the correct assortment of tangible and intangible attributes that appeal to potential consumers. Many factors must be considered to develop an appropriate product strategy. These factors relate to cultural conditions, economic conditions, legal concerns, and competitive conditions. Management is familiar with the existing product and has improved and fine-tuned features and quality to satisfy customer needs. Campbell's management also found condensed soups unpopular in the United Kingdom when first introduced. The chapter finally examines why management should be alert for brand pirating, counterfeit products, and parallel imports.
