ABSTRACT

For many companies a fundamental marketing challenge is to create a global strategy which will allow for maximum use of existing product offerings and marketing activities through standardization while simultaneously “acting local” in order to effectively adjust to unique aspects of any given market. The purpose of this study is to investigate global product strategy and the issue of identifying relevant areas where standardization may be possible, and where the need to “act local” may be necessary, in the context of product offering attributes. The results show that in developing a global product strategy it is important to begin product positioning, differentiation, and promotional activities with the fundamental product attributes of quality, price, appearance, and availability.