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Critical report 9.docx - Camlia Chiguer Critical report 9...

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Camélia Chiguer Critical report 9 – Product strategy at an international level (goods and services) In today’s international market, and with globalization taking on more and more aspects of consumers’ life, the opportunities and challenges for international marketers of goods and services have never been more complex or diverse. International marketers face new challenges and need to find an answer to the same complicated problem: how can a product be successfully launched in a country with a culture different than its country of origin? Across the world, consumers – and most particularly consumers’ purchasing behaviors and patterns – differ greatly and adapting to them is crucial according to G. Yalcinkaya. In the article “ A culture-based approach to understanding the adoption and diffusion of new products across countries ”, the author argues that “companies planning to introduce new products in more than one country must gather and understand consumer reactions to their new initiative in each major market of interest, to avoid drawing erroneous conclusions”. In fact, a large number of factors can impact a consumer’s decision to adopt a new product or not, and most of them are culture-based. These differences in consumer responses from
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