International Product Policy


This Learning Unit sets out to analyse the key areas of international product policy.

Learning Unit Summary

The first thing that an exporting company should ask itself is whether the product is exportable. A product which is successful in the home market will not always be as successful in other markets.

Remember, although globalization is a reality, each market is different in its on way. Therefore, only through market research will we find out if our product is viable or not.

Furthermore, we should look at what types of modifications we should carry out on the products in preparation for different markets. Finally, we should remember the life-long question, Is it a global product or shall we have to localize it to every market?

Course Contents

  • Introduction
  • Brand Positioning


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