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Creating Global Product and Service Offerings

In: Global Marketing Strategy

Author

Listed:
  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business)

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.

Suggested Citation

  • Bodo B. Schlegelmilch, 2022. "Creating Global Product and Service Offerings," Management for Professionals, in: Global Marketing Strategy, edition 2, chapter 7, pages 161-192, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90665-8_7
    DOI: 10.1007/978-3-030-90665-8_7
    as

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