For what types of products  would we expect to see more global standardization and for what products would we expect to see more product differentiation across countries?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

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It is very difficult to identify general types of consumer products that should be standardized.  It is much easier to identify those that should be differentiated.

Products that should be regionalized are those for which different people might have very different tastes.  For example, McDonald's would not want to try to market hamburgers in India.  Clothing that is considered acceptable in the United States might be considered improper in a more conservative country.

Some kinds of products should be standardized.  This might include things that are iconic and recognized everywhere.  For example, Nike shoes or Levis jeans are popular in part because everyone knows what they are and wants to have the same kind that people in the US have.  For such things, it would not make sense to differentiate.

Firms would need to conduct market research to be sure of which sort of product they have.

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