Abstract
The chapter starts with a distinction between different types of products and services. This provides the basis for the standardization-adaptation debate. Subsequently, the discussion shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the innovating company and the market as a whole. Next, we look at the international product life cycle, which is used to explain foreign investment patterns as well as to describe revenue and profit patterns of products. The chapter closes with a look at the counterfeits, an increasing and potentially dangerous aspect of global marketing.
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Notes
- 1.
Christensen et al. (2005)
- 2.
MacInnis and de Mello (2005)
- 3.
PwC (2011, p.28)
- 4.
Kurtz et al. (2009)
- 5.
Patterson and Cici (1995)
- 6.
Javalgi and Martin (2007)
- 7.
Lovelock and Yip (1996)
- 8.
Alon and Jaffe (2013)
- 9.
Leonidou et al. (2010)
- 10.
Buzzell (1968)
- 11.
Levitt (1983)
- 12.
Ghemawat (2007a)
- 13.
Hise and Choi (2011)
- 14.
Levitt (2006)
- 15.
Friedman (2007)
- 16.
Ghemawat (2007b)
- 17.
Hise and Choi (2011)
- 18.
Theodosiou and Leonidou (2003)
- 19.
Buzzell (1968)
- 20.
Levitt (1983, p.94)
- 21.
Hise and Choi (2011)
- 22.
Buzzell (1968)
- 23.
- 24.
Johansson (2006)
- 25.
Du Preez et al. (1994)
- 26.
Floros and Charalampidou (2019)
- 27.
Schlegelmilch et al. (2016)
- 28.
EU-Indonesia Business Network (2019)
- 29.
Sugibayashi et al. (2019)
- 30.
Amalia (2019)
- 31.
Yim (2019)
- 32.
Intan (2019)
- 33.
Amalia (2019)
- 34.
Garnier (2020)
- 35.
EU-Indonesia Business Network (2019)
- 36.
Ambos and Schlegelmilch (2010)
- 37.
Nachum and Zaheer (2005)
- 38.
- 39.
- 40.
Otis Elevator Company (2017)
- 41.
- 42.
Usunier and Lee (2006)
- 43.
Vrontis (2003)
- 44.
Lehrer and Behnam (2009)
- 45.
- 46.
Shamsuzzoha (2011)
- 47.
Lehrer and Behnam (2009)
- 48.
Android Developers (2019)
- 49.
TomTom (n.d.)
- 50.
The Guardian (2011)
- 51.
Alon and Jaffe (2013)
- 52.
Bartlett (2004)
- 53.
Pitman (2005)
- 54.
- 55.
Ambos et al. (2006)
- 56.
- 57.
Danneels (2002)
- 58.
Solomon (2014)
- 59.
Ambos and Schlegelmilch (2010)
- 60.
Wong (1993)
- 61.
Chu and Chan (2009)
- 62.
Gates (2007)
- 63.
Prahalad and Ramaswamy (2004)
- 64.
Bughin et al. (2007)
- 65.
Starbucks (n.d.)
- 66.
Kotabe and Helsen (2011)
- 67.
Czinkota and Ronkainen (2004)
- 68.
Hartley and Claycomb (2013)
- 69.
Morner (1977)
- 70.
Gordon et al. (2010)
- 71.
Cole (2017)
- 72.
Vernon (1966)
- 73.
Knight and Cavusgil (2004)
- 74.
- 75.
Hofer and Schendel (1978, p. 798)
- 76.
Biggadike (1981)
- 77.
- 78.
OECD/EUIPO (2019, p. 16)
- 79.
- 80.
OECD/EUIPO (2016)
- 81.
OECD/EUIPO (2019)
- 82.
Desjardins (2019)
- 83.
- 84.
LVMH (n.d.)
- 85.
BrandZ (2020)
- 86.
Entrupy (2019)
- 87.
Shams (2015)
- 88.
R Strategic Global (2017)
- 89.
Louis Vuitton (2018)
- 90.
OECD/EUIPO (2019)
- 91.
Streets (2020)
- 92.
Penz et al. (2008)
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Schlegelmilch, B.B. (2022). Creating Global Product and Service Offerings. In: Global Marketing Strategy. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-90665-8_7
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