International Business, 2nd Edition by Pearson

204 International Business

is more than the physical item, and includes a host of other attributes that make up the ‘total product’.

For example, Coca-Cola is a global ‘total product’, but the physical product is multi-domestic; its sweet-

ness varies according to local tastes.

We can divide products into two broad categories: industrial products, which generally lend them-

selves to global demands with little or no modification, and consumer products or services, which

generally require greater adaptation to meet the demands of the world’s markets. Let us consider the

adaptation requirements of each of these categories.

Producer Goods

Producer ...