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Global Product Management
Global considerations are prevalent in innovation and product planning. Among the many global considerations possible, this chapter discusses four topics: global culture and language, global product development teams, sustainable product development, and base of the pyramid product development.
Overview of Global Considerations
A useful framework for product planning in global settings is given by Keegan (2013). This framework (shown in Figure 12.1) considers any necessary product changes and/or promotion changes to distinguish five strategies for introducing products to foreign (global) markets. These five strategies include straight extension, communication adaptation, product adaptation, dual adaptation, and ...
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