ABSTRACT
Global considerations are prevalent in innovation and product planning. Copeland and Griggs suggest an intriguing set of themes that company planners should consider when trying to understand a foreign market. Straight extension is the introduction of a product into a foreign market without any change to the product itself or the promotion campaign. Product adaptation is an altering of the product to meet local conditions or preferences, but the general promotion campaign remains basically the same. The language of space recognizes that space has different meanings across country cultures. In the United States, personal space is valued; the typical comfort zone between people talking together is 1–2 ft. When ready to launch a product globally, a number of factors need to be taken into consideration, including culture and language. Channel parameters refer to the unique distribution issues per global market and require the understanding of competition, distributor size, distribution policies, and regulations existing in the market.
