Want international product success? Product standardization isn’t going to cut it in a global marketplace. But there is a way….
New product development is not a national sprint it is an international marathon and with firms operating in disperse geographic areas and with multinational teams of manufactures and marketers there are specific tactics to ensure international success.
Internationalization and the Dynamics of Product Adaptation shows the details on how to make that a reality for your firm, and how we adapt products for our customers ensuring international success.