ABSTRACT
This chapter discusses product decisions in international marketing strategy. The goal is to underline the importance of the more complex variables that need to be taken into consideration before offering a product in a foreign country. In each country, consumer characteristics and behavior can vary, the situations and the way in which they use a product change over time, and competition can be different. As a result, marketing strategies need to be re-evaluated. The company may need to redefine a product that represents the key of its success in global markets. Brands have acquired such an important position that they are considered an essential part of the company’s intangible knowledge assets contributing added value. In some cases, the brand value of a company is greater than its revenue. In addition, new brands in cosmetic and fragrances industries were not very welcomed by consumers since major brands had gained their loyalty.
