ABSTRACT
Products and services marketed in other parts of the world often need to be adjusted or modified to meet the needs of global customers and local regulations or requirements. The challenge when looking to maximize export performance is to maintain a balance between the advantages of standardized products and those of localization. Manufacturers do not want to spend so much money on changes to meet local needs that global exporting or manufacturing is no longer profitable enough to be worth the effort. In addition, it is not wise to view product adaptations in the context of a single market, because modifications for one region might also apply in others, including the domestic location.
