Creating Global Product and Service Offerings

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 5 in Global Marketing Strategy, 2016, pp 83-103 from Springer

Abstract: Abstract This chapter subscribes to the view that products and services are merely vehicles that help consumers to achieve solutions. It starts with a distinction between different types of products and services. This then provides the basis for the standardization—adaptation debate. Subsequently, the focus shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the innovating company and the market as a whole. The chapter closes with a look at the international product life cycle, a concept used to explain foreign investment patterns as well as to describe revenue and profit patterns of products.

Keywords: Product Life Cycle; Product Development Process; Business Model Innovation; Innovation Type; Disruptive Innovation (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_5

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DOI: 10.1007/978-3-319-26279-6_5

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