Standardization versus adaptation The fundamental international product decision after the decision to internationalize International market approach alternatives to adaptation Sell the product as it is internationally Modify product for different countries or regions Design new products for foreign markets Incorporate all differences into one product and introduce it globally Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 10-6 Standardization versus Adaptation The fundamental international product decision after the decision to internationalize. International market approach alternatives to adaptation • Sell the product as it is internationally. • Modify product for different countries or regions. • Design new products for foreign markets. • Incorporate all differences into one product and introduce it globally