International Business: The New Realities, 5th Edition

Adaptation

Although firms usually prefer to standardize their products, adaptation is often necessary due to differences across countries in language, culture, regulation, economic conditions, and other factors. Adaptation is useful in multidomestic industries such as publishing and software, which tailor their offerings to suit individual markets. It may be as straightforward as translating labels, instructions, or books into a foreign language or as complex as completely modifying a product to fit unique market conditions. Local adaptation can provide the marketer with important advantages. When the firm emphasizes adaptation in international marketing, it seeks to meet the needs of local customers more precisely and create unique appeal for ...